Percept/H wins the creative mandate of Congress’ Uttar Pradesh campaign

Percept/H has been assigned the creative mandate for Congress’ launch campaign ‘Utho Jaago Badlo’ for the forthcoming Uttar Pradesh Assembly 2012 Elections. Percept/H won the account following a multi-agency pitch that included agencies like JWT, and Crayons.

The campaign was released all over at the same time when Rahul Gandhi started his campaigning at Phulpur on November 14, 2011and will continue over the next few months till the elections.

The first set of campaign started from Saturday, 12 November, highlighting the poor record of non-congress governments on development, crime, opportunities, for youth and farmers issues Three different press advertisements were released between the 12th and 14th of November in UP as part of the Congress’ launch campaign and Rahul Gandhi’s rally.

Each communication ended with the punch line “Jawab hum denge” and each ad was a hard hitting commentary on the ‘misrule’ of the non-Congress governments over the last 22 years. The challenge was to highlight Congress’ legacy as an umbrella party that can take all sections of the society and religious groups together. For the first time, the campaign will hard sell brand Rahul as the party’s future leader and portray his dominating & aggressive image with a hard-hitting slogan against past governments in UP.

Speaking on winning the business Amitava Mitra, Chief Operating Officer – North, Percept / H, Delhi said, “We did our research in the state and discovered that Rahul Gandhi and the Congress were synonymous with each other. If there was one leader from the Congress they identified with, and were very fond of, it was Rahul. The way he reaches out to them, the way he carries himself, the way he lends an ear…It was pretty clear that for the campaign to be effective, he had to be the face of the Congress in Uttar Pradesh. Normally Congress campaigns are sober and have the Aam Aadmi as the hero with small photographs of Sonia Gandhi, Manmohan Singh and Rahul Gandhi in the corner of an ad or poster or hoarding. For the first time and at our insistence the Congress party dared to be different.”

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