afaqs!

BJP calls for a creative pitch for LS polls

By Neha Kalra , afaqs!, New Delhi | In Advertising | February 12, 2009
afaqs! has learnt from reliable sources that the party is armed with an ad spend of Rs 150 crore for the upcoming Lok Sabha elections, scheduled for May this year, and the pitch is specifically for the elections

Senior leaders of Bharatiya Janata Party (BJP) are currently busy finalizing a creative agency for the Lok Sabha Poll campaigns.

afaqs! has learnt from reliable sources that the party is armed with an ad spend of Rs 150 crore for the upcoming Lok Sabha elections, scheduled for May this year, and the pitch is specifically for the elections.

The & #BANNER1 & # first round of presentations was made to Sushma Swaraj, a senior leader of the party, and also a former Union Minister of Information and Broadcasting. Swaraj is also the chairperson of the party's 19-member campaign committee for the 2009 general elections.

For the first round of presentations, the 15 agencies submitted creative presentations. Following this, 10 agencies were shortlisted.

The second round, which happened on February 10 at LK Advani's house, had the likes of Percept/H, Euro RSCG, Grey Worldwide, Graphisads and Prachar Communications making presentations. Sources reveal that three more agencies have been added to the list, one of them being McCann. The third round of presentations is expected to take place soon.

Talking about the creative needs of the party, sources reveal that that the party broadly wishes to focus on two areas one, being the Advani inclination, and the second criterion was that of positive publicity, in which the party wishes to talk about development. Traditional advertising media would form a significant portion of the media mix.

On a competitive note, Crayons Advertising and JWT are in charge of the creative duties for the Congress party. Crayons had also worked on the campaigns for the assembly elections that began in November 2008. Interestingly, Crayons has, in the past, worked on the campaigns for the BJP it handled BJP's account for the assembly elections in 2003, while in 1999 and 2004, it was in charge of the party's campaigns for the Lok Sabha elections.

Search Tags