04-02-2005, 01:45 AM
http://economictimes.indiatimes.com/quic...058661.cms
With NDA in power, Sonia Gandhi takes up the role of opposition leader and commands respect worldwide.
http://economictimes.indiatimes.com/arti...059281.cms
Why Sonia Gandhi is a brand icon today
AKSHAY BHATNAGAR
INDIATIMES NEWS NETWORK[ WEDNESDAY, MARCH 23, 2005 12:22:13 AM]
Way back in 1978, the ad agency Saatchi & Saatchi was entrusted with the task of creating the ad campaign for the Conservative Party, led by Margaret Thatcher, aimed at the upcoming elections in Britain. The agency came up with the print ad showing a picture of a long line outside an unemployment office.
The campaign directly hit the Labour Party on the plank of non-functioning and catapulted Thatcher to victory.
Cut to year 2004 in India. The Congress party led by Sonia Gandhi hired Orchard Advertising (a Leo Burnett agency) and Perfect Relations to handle its advertising and public relations campaigns respectively for the upcoming general elections. The combination of party's media cell and agencies' think tanks came up with a multiple ad campaign raising a single question Aam Aadmi Ko Kya Mila? (What did the common man get?).
The party's ad campaign promised Congress Ke Haath, Aam Aadmi Ke Saath co-relating its symbol of hand with the common man's need and aspiration.
The media was strategically apprised of the ground realities of the economy. The simple yet very effective campaign took the sheen away from the NDA government's high voltage 'India Shining' campaign. In the marketer's parlance, the seven-year young political brand Sonia Gandhi dislodged the over five-decade old political brand Atal Bihari Vajpayee from the market leadership position.
With NDA in power, Sonia Gandhi takes up the role of opposition leader and commands respect worldwide.
http://economictimes.indiatimes.com/arti...059281.cms
Why Sonia Gandhi is a brand icon today
AKSHAY BHATNAGAR
INDIATIMES NEWS NETWORK[ WEDNESDAY, MARCH 23, 2005 12:22:13 AM]
Way back in 1978, the ad agency Saatchi & Saatchi was entrusted with the task of creating the ad campaign for the Conservative Party, led by Margaret Thatcher, aimed at the upcoming elections in Britain. The agency came up with the print ad showing a picture of a long line outside an unemployment office.
The campaign directly hit the Labour Party on the plank of non-functioning and catapulted Thatcher to victory.
Cut to year 2004 in India. The Congress party led by Sonia Gandhi hired Orchard Advertising (a Leo Burnett agency) and Perfect Relations to handle its advertising and public relations campaigns respectively for the upcoming general elections. The combination of party's media cell and agencies' think tanks came up with a multiple ad campaign raising a single question Aam Aadmi Ko Kya Mila? (What did the common man get?).
The party's ad campaign promised Congress Ke Haath, Aam Aadmi Ke Saath co-relating its symbol of hand with the common man's need and aspiration.
The media was strategically apprised of the ground realities of the economy. The simple yet very effective campaign took the sheen away from the NDA government's high voltage 'India Shining' campaign. In the marketer's parlance, the seven-year young political brand Sonia Gandhi dislodged the over five-decade old political brand Atal Bihari Vajpayee from the market leadership position.