Advertising agency JWT and its public relations affiliate IPAN-Hill & Knowlton will be leading the ruling Congress party’s campaign in the coming round of elections, according to industry sources. The deal involves a Rs. 500-crore contract and its award has not been confirmed officially.
This time, in the backdrop of corruption scandals rocking the Congress-led UPA and an aggressive challenge mounted by BJP under the leadership of prime ministerial aspirant Narendra Modi, there are clear indications that there will be more to the campaign than the usual round of chest –thumping.
Party sources said JWT will come up with a catchy slogan in the first phase of the campaign and would later make 18 short films, in addition to TV spots and print ads. An e-mail sent to JWT did not elicit any response.
Social media campaigns on Twitter and Facebook will be an integral part of the strategy.
“Our work will be to steer the brand image of the party promoted by ad campaigns in the right direction,” said an IPAN source.
A Congress source said Aam Aadmi Party’s (AAP) auto-rickshaw campaign against chief minister Sheila Dixit will be confronted diplomatically and Modi’s claims will be mellowed by a spirited response from the party.