Last Mile Campaign

Loksabha 2014- Bharatiya Janata Party

Re looking at objectives

Increasing vote share.

Converting non believers.

Addressing fence sitters.

Consolidating traditional voters.

Rattling Congress workers.

The TG terrain:
32%!
BJP voters

59%!
Fence Sitters

30% dont vote, hence effective fence sitters

are only 29%, making it a fierce battle to gain
additional 4-5%

19%!
INC voters

The EC Conundrum

Print is the only device free from EC control where

we can go hammer and tongs without being
sanitised.

It is imperative to convert fence sitters and

consolidate our voters, hence the tone has to be
non apologetic, hard hitting BUT logical.

The Voting schedule has made it difficult to

maintain a campaign approach which allow for
ambushes.

The Approach
Two pronged:

Why you should vote for BJP

Why you should NOT vote for INC

!

Indian voters have traditionally voted in a punitive manner, to punish a party.

Hence, negative message works better to convince a voter.

The Argument

A leader with a proven track record of solving

problems and delivering.

An opposition which has maintained a malafide

intent in governance and failed miserably.

What a young voter can do to change the rot.

What BJP proposes to do in power. Manifesto and

vision etc.

The Schedule

A 7 day print burst

Multiple layers of message, multiple ads on each

day.

Simultaneous campaign on Last 7 days.

Instead of 1 big sized ad, multiple smaller advts

targeting different voter TGs.

Placing media such, that we block opponents

from occupying important positions in papers.

Campaign 1

Why you should NOT vote INC

Campaign 1:
Why you should NOT vote for INC

Spine less INC

Page 3

Campaign 1:
Why you should NOT vote for INC

Arrogant INC
Page 3

Campaign 1:
Why you should NOT vote for INC

Unconcerned INC
Page 3

Campaign 1:
Why you should NOT vote for INC

Clue less INC

Page 3

Campaign 1:
Why you should NOT vote for INC

Vision less INC

Page 3

Campaign 1:
Why you should NOT vote for INC

Negligent INC
Page 3

Campaign 1:
Why you should NOT vote for INC

Corrupt INC
Page 3

Campaign 2

Why you should vote BJP

Campaign 2:
Why you
should vote for
BJP
Leader Centric!
Man with a vision!
Man with a track record!
Man with a commitment!
Man for change

Page Last

Campaign 2:
Why you
should vote for
BJP
Leader Centric!
Man with a vision!
Man with a track record!
Man with a commitment!
Man for change

Page Last

Campaign 2:
Why you
should vote for
BJP
Leader Centric!
Man with a vision!
Man with a track record!
Man with a commitment!
Man for change

Page Last

Campaign 2:
Why you
should vote for
BJP
Leader Centric!
Man with a vision!
Man with a track record!
Man with a commitment!
Man for change

Page Last

Campaign 3

What will my first vote do?

Front Page SKYBARS

Last Day Advt

Consolidate armchair supporters

and get them to vote.
Front Page Jacket

How does it look in a News Paper

Jacket

Skybar

Page 3

Page L

Last Week in Multiplexes & UFO

Thank you