The creative and media duties for the Maharashtra Pradesh Congress Committee (MPCC) will be handled by Crayons Advertising.The agency has been appointed till October 15, 2009.
The agency will be responsible for handling the complete communication and media planning in television, print, radio, outdoor, online and other media for the brand — the corporate duties of MPCC.
MPCC had called for a formal pitch and agencies such as JWT, Crayons Advertising, Saatchi & Saatchi, Euro RSCG and Madison took part. There were two detailed rounds.
The first round, which began two weeks ago, had all the agencies presenting the creative and strategy. After that, three shortlisted agencies — JWT, Crayons Advertising and Saatchi & Saatchi — competed in the second round.
About the new win, Sanjeev Dhirani, senior VP and branch head for the Mumbai office of Crayons Advertising, reveals that the campaign at the state level would be in line with the advertising strategy for AICC (All India Congress Committee), which talks about a stable government and the ongoing progress of the country — in this case, the state.
With the elections in Maharashtra due for October 13, 2009, the campaign is expected to hit media within this week. Ranjan Bargotra, president, Crayons Advertising, considers it a matter of pride to win the advertising mandate for the state of Maharashtra, after handling advertising for Delhi, Rajasthan and the Lok Sabha polls for the Congress.
The agency has also worked on the advertising task for other political parties in the past, such as the Bharatiya Janata Party (BJP), the Samajwadi Party and the Akali Dal.
Source: Bombay Adclub