afaqs!

Congress party on the hunt for creative and media partners

By Nandana Das , afaqs!, New Delhi | In Advertising | November 07, 2011
It has been learnt that the political party is scouting for partners for the forthcoming assembly elections in Uttar Pradesh and Uttarakhand.

The Indian National Congress party has called for a creative pitch. Sources close to the development have confirmed the news to afaqs!. However, no official confirmation could be obtained at the time of filing this report.

It has been learnt that the political party is scouting for partners for the forthcoming assembly elections in Uttar Pradesh and Uttarakhand, scheduled early next year.

The pitch process, which is underway in Delhi, was initiated three weeks ago. Agencies such as JWT, Percept/H, and Crayons Advertising have participated in the pitch process. Although the size of the account could not be ascertained, it is believed to be substantial considering that during the Lok Sabha Elections in 2009, the party's advertising spends were pegged at Rs 200 crore.

Interestingly, the media and creative mandates were being shared by both Crayons Advertising and JWT until now.

The selected agency will be required to design the right strategy of advertising and marketing, following a 360-degree approach. There will be various above the line (ATL) communications such as print, electronic, digital and out of home (OOH), as well as some rigorous below the line (BTL) activities, in order to increase consumer interaction and connection.

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