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Ad firms see big bucks as Cong, NDA plan media blitz

17-February-2004
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Ad firms see big bucks as Cong, NDA plan media blitz

This general election will be party time for advertising agencies. While the Congress party is busy lining up an aggressive ad campaign, the National Democratic Alliance (NDA) government is busy giving final touches to another round of its “India Shining” campaign, which will have six more creatives as part of the series.

In response to the government’s media blitz, the Congress party is now gearing up to unleash an aggressive ‘no-holds-barred’ political advertising campaign. For starters, the Congress party has finally chosen Leo Burnett’s second agency, Orchard Advertising, to design its poll advertising strategy, confirmed key industry sources in Mumbai.

“In addition, the party may opt for the services of one or two more ad agencies to design its ad campaigns,” said a source.

When contacted by FE, Salman Khurshid of the Congress party was reluctant to divulge further details about these new developments. However, he explained the party’s proposed poll strategy for the forthcoming general elections. “It’ll be a very aggressive, no-holds-barred ad campaign for sure. And it’ll be about the ‘Real India’. The theme will be in sync with our roadshows.”

Incidentally, Orchard has already started working on the Congress ad campaigns which have a sharp focus on the ‘rural India’, informed the sources.

The government, meanwhile, is lining up yet another series of press ads — six print ads — to be precise, in order to add muscle to its current media blitz which included 10 creatives. Enthused by the response to its “India Shining” ad campaigns, Grey Worldwide — the brain behind these campaigns — has now extended the concept of “India Shining” to a higher level in its recent print ads. On the agency’s renewed ad strategy, Pratap Suthan, national creative director of Grey Worldwide, said: “Our current campaigns depict how people have contributed to the progress of the country and how these contributions have made a difference. So they now take pride in their contribution — and this is exactly what our current campaigns portray.”

Recently, Grey Worldide has launched a new television commercial on the same theme — India Shining — on major television channels across the country. The “India Shining’ campaigns by the BJP-led NDA government have appeared in 450 newspapers (392 insertions) across the country, according to AdEX India monitor.

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