Brand Curry paves the way for BJP-Akali Dal in Punjab

The agency, which has conceptualised the campaign for this year's Assembly Elections for the BJP-Akali Dal coalition government, has used 'development' as the main theme.

Political campaigns have come a long way in the last five years, from the old days of political parties piggy-backing on the caste system, to project development work. Going with this trend, Brand Curry has conceptualised the campaign for the BJP-Akali Dal coalition government in Punjab.

Subrata Chakraborty, managing director, Brand Curry, says that the agency conducted a formal research to get a general feedback about the government in Punjab. "The overall sentiment was that the current government has carried out much development work in the state, especially in the space of roadways. Therefore, the idea was to highlight all the work done by the government," he adds.

The agency has launched a campaign spanning print, out of home, and radio, to promote the good work done by the government so far. Interestingly, the agency has carried out many innovations, which includes merging advertisements with content of newspapers, in its print campaign.

"In case of newspapers and magazines, people usually flip through advertisements and do not pay too much attention. Hence, we decided to make the advertisement a part of the editorial content, so that it not only stands out, but also has an impact on the people who live in Punjab," adds Chakraborty.

The agency has tied up with 12-13 daily newspapers such as The Tribune, Hindustan Times, Dainik Bhaskar, Indian Express, and the Dainik Jagran. For the rural towns, the agency has tied up with select newspapers such as Ajit Samachar and Daily Post India. It has selected various publications based on the subject to be highlighted.

In case of its OOH (out of home) campaign, it has used a range of outdoor media such as billboards, hoardings, bus-shelters, and kiosks. Additionally, a radio campaign has been launched to promote the development work of the government.

The agency claims that the campaign has already gained momentum, and Brand Curry is all geared up to it take it to the next level.