BJP's Unforgettable
Campaign

BJP’s Unforgettable Election Campaign

Background

A Pitch for outdoor campaign, Pan India, during 2014 Lok Sabha elections where 12 agencies participated and the selection process was carried by an Eminent Media Committee resulting in a very price sensitive competition. After 3 rounds of pitches 3 agencies were finally shortlisted.

Challenges Achieved

A vast magnitude of media was to be acquired for each respective state
The magnitude of the campaign was massive – 8 states
The objective was to reach out to every voter so penetration was required deep specially into the rural areas
Areas where media scarcity exists.
Acquisition of top sites when simultaneous campaigns of other parties started before the BJP party started.
Execution in the most rigid terrains
Problems because of non conducive conditions like naxalite regions, jagged territories, isolated locations etc.
Campaign to go live simultaneously in all states .
Obtaining NOC, permissions from EC / CEO followed by DM of all cities.
4 Image changeovers had to be planned simultaneously
Agency had to ensure there is zero vandalization of prints.

Delivering the Impossible

The Apex Edge

After exhaustive study of the procedures involving execution of a political campaign and due consultation with the CEC office , the following steps were followed:
Copy of all documents ( Site details, BJP PO, PO to vendors etc.) submitted to CEC
DM’s NOC submitted to City Magistrate, who in turn orders the Municipal body, Police Dept. to let the agency execute the campaign.

Innovation

The creative was given to Apex in plain format on which we had to create the final creative, highlight the fine points of the creative. Apex worked on the creative and offered a 3D creative solution on a 2D format, further highlighting the fine aspect of the message.
Apex was asked to handover the creative to all other agencies namely Mudra, MOMS, Laqshya and US Agency who have a full fledged creative setup of their own.