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Ad agencies make a beeline to secure BJP’s poll business



Last Friday, 13 advertising agencies made a beeline for Bharatiya Janta Party’s advertising business. They include incumbents like Ogilvy and McCann Worldgroup (formerly called McCann Erickson) and a host of small and medium advertising, digital and data-driven marketing agencies.
According to reliable sources, all agencies were given 20 minutes slots. The agencies who made it to the creative pitch include Crayons, Moving Pixels, Vishista VFX, Thought Blurb Communications, The Ideas Factory, Efficacy Worldwide, Sparrow, Infomo Digital, Cosmos Maya, Prachar and Concept Communications apart from Ogilvy and McCann.

In the 2014 elections, Ogilvy’s sister agency Soho Square did a bulk of the heavy lifting with the ‘Ab Ki Baar Modi Sarkar’ campaign. This time around, Soho Square has been rebranded as 82.5 and has also seen a change of leadership. McCann Erickson and Madison also handled publicity for BJP.

In the 2019 elections, the theme continued with ‘Fir Ek Baar Modi Sarkar’ and ‘Modi Hai Toh Mumkin Hai’ taglines.

It’s believed that Ogilvy is directly pitching for BJP’s advertising business and a senior executive based out of Delhi is leading the pitch. McCann was represented by a Delhi-based senior executive. It’s not certain if Madison was a part of this year’s pitch. Sources said there was a reserved slot in the afternoon, where the participating agency’s name could not be ascertained.

ET understands from reliable sources that the party leadership has called for a second round of presentations on Tuesday, February 6. More agencies are likely to be invited as the decision-makers within the party were not very happy with the work they saw on Friday. In the lead up to the 2024 elections, BJP has a clear lead over a fractured opposition, and the Ram Mandir is giving it more wind beneath its wings. However, industry watchers say the party would not be complacent – the rather confident, India Shining campaign of 2004 did little to help the party’s fortunes in the general elections.

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