Span Communications has gone a step ahead with the ‘Pappu campaign’ that it had done for the Delhi Assembly elections and yet again proven its prowess in creating effective social awareness and mass mobilisation communication programmes. It was only after the success of the ‘Pappu campaign’ that several big corporates came out with campaigns to motivate voters to vote as part of their CSR initiative.
Span Communications is now handling the campaign for the forthcoming Lok Sabha elections in Delhi for Office of the Chief Electoral Officer, Delhi. The advertising pitch, which saw participation of some of the leading agencies of India, was successfully won by Span. Sources close to the agency, as well as to the Office of the Chief Electoral Officer, reveal the size of the business to be upwards of Rs 5 crore.
As per the brief of the Office of the Chief Electoral Officer, Delhi, a campaign had to be developed, which would ensure that Delhiites stepped out and cast their votes on the day of the election.
The agency decided on the strategy to retain the term ‘Pappu’ from its previous campaign ‘Pappu vote nahin deta’ that it had done for Delhi Assembly Elections.
The thought was to use the brand value that the term ‘Pappu’ had created and further focus on the aspect that ‘voting is simple and easy’. So, a popular song ‘Dance Pe chance…’ from the movie ‘Rab Ne Bana Di Jodi’ was chosen and 10 radio jingles were made. These radio jingles are currently being aired on various radio channels.
For the TV commercials, animation has been used. An animated character of a girl has been created, who motivates people to vote. Print ads using the same animated character in different situations are also being released.
The ads sign off with the line ‘Woh banda hi kya hai jo vote na dale’. The idea here is to make the voters realise that they need to do their bit for the country’s democracy.
Speaking to exchange4media on the success of the campaign, Naresh Khetrapal, CEO, Span Communications, said, “The campaign has been a huge success. We chose a popular song so that the common man could relate to the campaign easily. Polling has touched new heights; from 43 per cent, it has now gone up to 57 per cent.”
When questioned about what is different in this campaign as compared to the other election campaigns, Khetrapal said, “Our punch line is simple and precise. It sends across the message to vote very strongly. One of the existing campaigns has Aamir Khan giving ‘Bhaashans’ about how important it is to vote. But the youth of today does not get influenced by ‘bhaashans’. Our campaign is different and the message is simple, yet very clear.”