Crayons lends humour to Congress campaign in Punjab

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | December 14, 2011
In the past, most election campaigns in Punjab have had a sprinkling of humour.

After creating an emotional connect with people in Uttar Pradesh, it's now time to woo the people of Punjab. Crayons Advertising will work on the launch campaign for the Congress party in the state of Punjab for the forthcoming Assembly Elections to be held in 2012.

Earlier this year, the political party had called four agencies, three of which were already on its roster -- JWT, Percept/H, and Crayons Advertising, apart from the Mumbai-based Creative Shop to present their thoughts and ideas.

The Congress party has crafted a different plan for Punjab. The main idea will be to focus on the promises that the ruling Akali-BJP government, has failed to keep, and highlight all its grey areas.

Talking about the campaign, Sandeep Sandhu, party backroom operations head, Congress, explains, "The state of Punjab is going through a very difficult situation. It has over 47 lakh unemployed persons. The campaign will focus on the areas in which the ruling government has failed to concentrate such as unemployment and issues related to minority rights."

Interestingly, in order to keep the mood light, Crayons has used humour as a tool to talk about all key issues. Ranjan Bargotra, president, Crayons Advertising, remarks, "In the past, most election campaigns in Punjab have had a sprinkling of humour. Going with tradition, this year too, there will be an extensive use of cartoons, caricatures, and humour-based creatives."

For the campaign, slated to go on air within a week's time, the Congress party will extensively use out of home media across the state, apart from local print, as well as popular national dailies, and local television channels.

According to Sandhu, the idea is to create an impact by reaching out to a large number of people in the state.

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