Following the Congress party’s unveiling of its ‘Jai Ho’ campaign, BJP has appointed Simoes-Tag and Utopia to carry forward its ‘Majboot Neta Nirnayak Sarkar’ poll campaign.
Frank Simoes-Tag and Utopia beat off competition from 12 leading advertising companies to win the contract for the media campaign. The final approval came from the Media Campaign Committee headed by BJP general secretary Arun Jaitley.
The campaign will be launched on March 16 and will use diverse platforms like television, FM radio and print media.
BJP spokesperson Siddhartha Nath Singh explained that the party would begin with television advertisements and hoardings before turning its focus to print media and radio.
Singh said that the slogan, ‘Majboot Neta Nirnayak Sarkar’, was finalised on the basis of a survey conducted across 57 cities and towns and “not on the basis of the opinion of any single leader”.
He added, “The BJP will also send SMSes to around 35 crore mobile users across the country. The party has already tied up with Yahoo! India for its online campaign. Besides, the conventional advertisement campaign, the BJP is planning to launch a radio campaign through 280 FM stations across the country. We have found the radio to be a very effective medium.”
On the budget for the campaign, Singh said, “We cannot estimate the expenditure as of now. It will be known once the elections are over.”
Frank Simoes-Tag will take care of the television and print campaigns, besides outdoor media, while Utopia will be in charge of the radio campaign. “These two agencies have prepared the campaign advertisements for BJP,” Singh said.
Popular playback singers Shaan and Roop Kumar Rathod will sing the jingles, which will run on television and radio.
Source: Bombay Adclub