Saturday 22 February 2014

Advertising Case Study of Political Campaign developed by Muse


Political Campaign Developed for Member of Parliament Dr. Sanjeev Naik to communicate about the progress done by Dr. Sanjeev Naik in his constituencies during his tenure, his future plans for his constituencies and his commitment towards the development plans.

Campaign Goals:To create awareness about the developments carried out by Dr. Sanjeev Naik in his constituencies in his last tenure with respect to infrastructure, health, education, sports and cultural initiatives.To motivate the masses to join the next phase growth and development initiatives planned by Dr. Sanjeev Naik for their areaTo help connect the masses with the vision of Dr. Sanjeev Naik towards developing their constituencies


      a. Research:Muse conducted research on the background and work profile of Dr. Sanjeev Naik. His work is spread across the constituencies of Navi Mumbai, Thane city & Mira Bhayandar. These constituencies are considered as Mumbai’s best developed and well planned areas. Under the leadership of Dr. Sanjeev Naik, these constituencies has achieved good governance, well planned infrastructure, cost effective lifestyle, health, education and recreation facilities.

      b. Strategy & Planning:Muse developed a strong communication strategy to establish Dr. Sanjeev Naik as ‘the face of development’ in each of his constituencies. The campaign was devised integrating his past developmental milestones along with his future vision for his constituencies. Muse developed the concept ‘Wada Bhi Irada Bhi’ which celebrates his past laurels, while projecting him as a consistent leader who wishes to continue his growth story in the second term. With sound knowledge of nuances of the outdoor media, Muse successfully created a very user friendly and high recall value campaign which instantly assimilates with masses’ lingo.Amidst the brouhaha of other political campaigns across the city and availability of only outdoor media for the campaign, Muse had the tough task to draw mass attention towards the campaign. Muse devised the campaign across three phases.

     c. Campaign:

The Campaign ‘Wada Bhi Irada Bhi’ highlights the strong intent and consistency of the candidate towards his promise and deliverables. The campaign is an integration of series of thoughts, each being a campaign in itself. This series comprises of one creative each for progress, unity, brotherhood, happiness, revolution, cultural diversity, infrastructure and sports. Each of the above attributes is essential in building a city of future where different communities can systematically and comfortably flourish and prosper. This series of thought are put up as a ‘Teaser’ in front of the masses which was revealed in the second phase. The Teaser Campaign is a first in the history of political campaigns in the country.

Teaser Campaign: 


What began as a ‘Teaser’ to open the campaign soon started catching up as the Talk of the Town. The Teaser proved instrumental in driving mass engagement towards the campaign as it triggered curiosity and left masses asking for its unveil. The campaign was all encompassing as it involved professionals, youth, auto drivers, hawkers, commuters, housewives. With the campaign “Wada Bhi Irada Bhi”, Dr. Sanjeev Naik became household name within the target audience.

Teaser Unveil: