MAM

Mission 2014: The rise of the political campaign

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/mam-images/2014/02/05/congress.jpg?itok=NRIqoM_H

While the two-horse race hasn’t disappointed so far, what with all the mudslinging, sloganeering, crowd-pleasing and promising, there seems to be not a marked difference between the election strategies of the main opponents.

The Congress Party has flagged off its Rs 500 crore advertising and publicity campaign to promote leading light Rahul Gandhi. With a slogan that reads ‘Har haath shakti, har haath tarakki’, the blitzkrieg mirrors the idea of power and progress to each and every person while focusing on the progress made by the nation in the past decade, albeit with the Congress at the helm of affairs. One of the ads even features a young, Muslim party member, Hasiba Amin, urging the youth to join RaGa along with the tagline ‘Kattar Soch Nahi, Yuva Josh’.

Apart from this, the ruling alliance has initiated a Rs 100 crore Bharat Nirman campaign, which is being handled by ad agency Percept and run from the Information and Broadcasting Ministry’s budget headed by Manish Tewari.

What’s more, recently, Times Now Editor-in-chief Arnab Goswami grilled the Gandhi scion in his first ever television interview since his political debut in 2004. RaGa answered questions including whether he is a reluctant politician and what are his views on the multiple scams facing UPA 2 but his answers elicited a mixed response where some found him frank and others felt he needed growing up, politically speaking.  

Not far behind the Congress, the BJP is close to finalising the ad agency to kick-off its Rs 400 crore campaign around prime ministerial candidate Narendra Modi. It is learnt that McCann Worldgroup led by adman-lyricist Prasoon Joshi and WPP agency Contract Advertising are in the fray to grab the hotly-contested account.

This – after the recent furore over Congress’ initial campaign slogan “Main nahin, hum”, which the party claimed had been lifted from NaMo’s tagline during the 2011 Gujarat Chintan Shivir. So much so, the Congress was forced to drop the tagline even after AICC media head Ajay Maken refuted BJP’s allegations by tweeting a picture featuring the slogan at a mushaira of Congress workers in Indore in 2010.

So while the Congress and the BJP gear up for battle in the media space, it remains to be seen how much of this will translate into votes for their prime-ministerial hopefuls. Historically speaking, in 2004, the then ruling party, BJP, had run a similar campaign ‘India Shining’ highlighting all its good work but the aam junta wasn’t swayed. One of the main reasons for the failure of the campaign was people’s inability to relate to it.

Whether things will work out differently this time one can’t really say but it might do well for both parties to take a cue from AAP’s unique strategy.

Unlike its traditional parties, AAP has largely stuck to communicating through outdoor activation programs and social media while steering clear of mass media campaigns.

The rookie party won 28 out of 70 seats in the Delhi Assembly Elections and went on to form the government in the national capital sans any campaigning worth writing home about.

In establishing a door-to-door (person-to-person) connect with the common man in buses, trains, autos, juggis and bastis, the party’s volunteers stayed true to its one agenda – the aam aadmi.

As Delhi Chief Minister, Arvind Kejriwal’s recent dharna won him (and the party) more brickbats than bouquets as it is unheard for a constitutional head in a democracy to resort to such means. However, it helped AAP become the darling of the masses at no humungous cost, allegations of using the media to advantage notwithstanding.

Whether the junta will fall for the publicity and hype created by Congress and BJP or will give its nod to the AAP-brand of democracy, is highly debatable. Our only hope is let the best man (party) win!

-->

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/14/mtv.jpg?itok=TVcUZf4G
‘Myntra Fashion Superstar @MTV’ - India’s only digital fashion reality show, returns for its second season

Myntra announces the return of its hugely popular, Myntra Fashion Superstar - a one of its kind digital fashion influencer talent hunt and reality show. Myntra Fashion Superstar @MTV is set to go live on Myntra's own content destination, Myntra Studio and its YouTube channel, India’s no. 1 youth...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/14/phitlip.jpg?itok=jCzWhiXB
Philips launches a digital campaign #StyleThatSpeaksForYou

Philips India today launches a digital campaign  #StyleThatSpeaksForYou, with the purpose to re-ignite woman’s love for their hair and need to take care of them. The genesis of this campaign is from a simple observational insight that women use their hair to express themselves in small ways every...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/14/kkr.jpg?itok=3T36BQ7k
Mobile Premier League (MPL) signed as principal sponsor of both KKR & TKR

NEW DELHI: The Knight Riders and Mobile Premier League (MPL), India’s largest esports and mobile gaming platform, announced today that MPL will become the principal sponsor for both the Knight Riders Franchises in IPL & CPL - Kolkata Knight Riders (KKR) and Trinbago Knight Riders (TKR).

MAM Media and Advertising Sponsorship
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/14/nilon.jpg?itok=_mVlqi0S
Nilon’s launches #AchaarWithVichaar as latest campaign

NEW DELHI: Nilon’s India, one of India’s oldest food companies, has launched its latest new media campaign #AchaarWithVichaar, featuring some of the top content creators of India and its most beloved fans. 

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/14/kartik.jpg?itok=bfIrOlh-
Gradeup ropes in Kartik Aaryan

NEW DELHI:  Gradeup ropes in Bollywood actor Kartik Aaryan for the launch of Gradeup Super. The 29-year-old actor will be seen endorsing the brand’s vision to become the most effective exam preparation platform for students in India. The actor is known for his seamless dialogue delivery and...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/14/pradeep.jpg?itok=QRr313iL
Pradeep Dwivedi elected as IAA vice president and area director for Asia Pacific

NEW DELHI: Eros STX Global Corporation CEO Pradeep Dwivedi has been elected as the vice president & area director for the International Advertising Association (IAA) APAC region. He is a senior media industry professional and is currently treasurer and director of IAA India chapter.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/14/mcdonald.jpg?itok=YqkqueXh
Savour McDonald’s falling fries in this new AR Instagram Game

NEW DELHI: In the era of social distancing, virtual interactions have taken a new shape and form to connect with each other. Providing a perfect solution to the lockdown woes, McDonald’s India North & East in partnership with Swiggy has launched an exciting AR game filter ‘Fries Down Challenge...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/14/bharatpe.jpg?itok=fmlfqW6P
BharatPe partners with Laqshya Media Group

NEW DELHI: The #S Campaign has been conceptualised by Laqshya Media Group in partnership with BharatPe to spread awareness on social distancing and the use of hand sanitisers. ‘#S’ stands for Staying Safe during COVID. 

MAM Media and Advertising Out Of Home
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/14/mohit.jpg?itok=2TgA3MpH
"We see TV channels as partners rather than vendors": Havas Media Group’s Mohit Joshi

A seasoned professional, Havas Media Group MD India, Mohit Joshi, is known within the industry for his sharp acumen and quick knack to adapt to changing trends. With his role expanding in the agency as Anita Nayyar moved on in May.

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required