Cong to rope in ad agency to link to masses

With Lok Sabha elections around the corner, the Congress is looking for an advertising agency which could bring it to the masses.

With Lok Sabha elections around the corner, the Congress is looking for an advertising agency which could bring it to the masses.

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In an era where marketing is the name of the game, the grand old party of India wants to get its message across to a billion strong audience, which has the world's largest youth population.

Top Congress sources said that they have already received concept papers from several agencies who are eager to bag the lucrative contract from the ruling party.

"We will select the agency anytime after August 15," a senior party leader said.

He said a decision would be taken by the Congress Working Committee after going through the presentation of all the agencies.

"The broad theme of the elections has been explained to the agencies," the source said, without divulging the budget and the focus of the campaign.

He only said, "the contemporary political scenario in India would be reflected in the campaign".

Party leaders said the entire campaign methodology would be chosen much in advance so that there is sufficient time for the messages to make an impression to the voters.

"Only one agency would be selected and it would be an integrated media strategy," the source added.