The 360 degree campaign have been developed and executed by Lowe Lintas, BATES, Mediacom, Mindshare and Milestone
BestMediaInfo Bureau | Delhi | April 21, 2014
Bangla news channel ABP Ananda has come up with a slew of shows ahead of the polls backed by a sharp marketing campaign during General Elections 2014 that kicked off on April 17 in West Bengal.
Launched in the run-up to the elections, the campaign sets the context by establishing ABP Ananda as the most credible source for political opinion formation by posing the challenging question ‘Aapni aapnar rajnoitik motamot kothaye toiri koren?’ (Where do you form your political opinion?). The communication drives the viewer to form the correct opinions prior to voting season.
Also to be launched at the inception of poll dates in West Bengal (18th Apr – 12th May) will be topical, follow-up films. These films address the most burning issues of this election – namely inflation, women’s safety and corruption - and establishes ABP Ananda as a leadership brand that keeps you ahead through knowledge with the thought provoking ‘Aar kobe janben?’ (When will you ever know?). The communication drives the viewer to diligently cast his/her vote as the poll dates come close.
All the creatives have been designed to be eye catching to the youth – a significant demographic in Kolkata.
The News genre in Bengal commands 8-10% of total TV viewership in West Bengal and the election campaign aims to get more viewers to watch ABP Ananda and hence grow the Bangla news category. Kolkata is the focus of the campaign since it is the market with greatest eyeballs where news is concerned with discussions on politics being a way of life.
The TV plan centers around popular GEC Star Jalsha and popular Bangla Movie channel Jalsha Movies in addition to the use of ABP Ananda itself.
The radio campaign has a city-focus with spots on Big FM and Radio Mirchi while the digital campaign is focussed on high-traffic websites.
To target youth viewership more effectively, the online medium has also been used with banner ad being placed on the high traffic Google Display Network and the TVCs placed as pre-rolls on Youtube.
The outdoor campaign encompasses bus shelters, metros, unipoles apart from the standard billboards. Touch screens have also been branded at Howrah station as an innovation.
The campaigns have been developed and executed through national agencies such as Lowe Lintas, BATES, Mediacom, Mindshare and Milestone.