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MUMBAI: Percept/H has been assigned the creative mandate for Congress? launch campaign ?Jago Udho badlo? for the forthcoming Uttar Pradesh Assembly 2012 Elections. Percept/H won the account following a multi-agency pitch that included agencies like JWT, and Crayons. The campaign was released all over at the same time when Mr. Rahul Gandhi started his campaigning at Phulpur on November 14,2011and will continue over the next few months till the elections.
The brief that was shared with Percept/H was to provide a 360 communication strategy in UP that helps to influence the state electorate and creates a favorable environment for the Congress party in the lead up to the UP Assembly elections. Percept/H conducted its own research, understood the issues and came up with a creative strategy to launch the creative campaign. The objective of the communication was to create a sustained & multiplier communication strategy that would help Congress to emotionally and rationally CONNECT with the UP electorate and WIN their confidence, trust and ultimately their vote.
The first set of campaign started from Saturday, highlighting the poor record of non-congress governments on development, crime, opportunities, for youth and farmers issues Three different press advertisements were released between the 12th and 14th of November in UP as part of the Congress? launch campaign and Rahul Gandhi?s rally. Each communication ended with the punch line ?Jawab hum denge? and each ad was a hard hitting commentary on the ?misrule? of the non-Congress governments over the last 22 years. The challenge was to highlight Congress? legacy as an umbrella party that can take all sections of the society and religious groups together. For the first time,the campaign will hard sell brand Rahul as the party?s future leader and portray his dominating & aggressive image with a hard-hitting slogan against past governments in UP.
Speaking on winning the business Amitava Mitra, Chief Operating Officer ? North, Percept / H, Delhi said, ?We did our research in the state and discovered that Rahul Gandhi and the Congress were synonymous with each other. If there was one leader from the Congress they identified with, and were very fond of, it was Rahul. The way he reaches out to them, the way he carries himself, the way he lends an ear?It was pretty clear that for the campaign to be effective, he had to be the face of the Congress in Uttar Pradesh. Normally Congress campaigns are sober and have the Aam Aadmi as the hero with small photographs of Sonia Gandhi, Manmohan Singh and Rahul Gandhi in the corner of an ad or poster or hoarding. For the 1st time and at our insistence the Congress party dared to be different ?
Elaborated Rajiv Agarwal, Executive Creative Director, Percept /H, Delhi, ?We were very clear from the beginning that as far as UP was concerned Rahul Gandhi had to be the face of the campaign. Not as a protagonist but more for what he stands for in the state. And the tonality of the campaign had to be in sync with the current state of affairs. Deliberately deviating from the Congress tonality that people are used to, it?s meant to be engaging, and aggressive, without being offensive. If you notice there?s no ?typical? election slogan. It?s a brave statement, a war cry. ?Jawab Hum Denge? is more than just a smart tagline; it?s a meant to deliver a befitting reply to everything that should not be.?
The challenge was to highlight Congress? legacy as an umbrella party that can take all sections of the society and religious groups together. Never before has the Congress ever been so aggressive and nor have they ever projected Rahul Gandhi in such a manner. It shows him as a man on a mission to get the Congress back in to power in UP after 22 years. Percept/H successfully launched the campaign to create the maximum buzz.
