Crayons will be handling the advertising for the upcoming assembly and Lok Sabha polls for the party. Crayons is the advertising agency based out of Delhi, has cornered the Congress portfolio.
The agency The business is estimated to be in upwards of Rs 150 crore. In the past, the agency has handled advertising for political parties such as Bhartiya Janata Party (BJP), Samajwadi Party and Akali Dal.
It’s not the agency’s first association with the Congress either. In the past it has handled some work for the party, in the state of Rajasthan as well.
To win the Congress account, Crayons had to fight with bigwigs like JWT in the final round. A pitch for this business was called for in July. Agencies such as Rediffusion DY&R, Percept H, Madison and Mudra were also in the fray, out of which two agencies JWT and Crayons were shortlisted for the final rounds.
Ranjan Bargotra, president, Crayons, says, “For the first time, online, as a medium of advertising, will be used extensively by a political party.”
Apart from traditional advertising utilising print, television and radio, the agency had proposed new media as part of the media plan, too. With advertising changing face with the new mediums, one can expect political parties, which have till now been traditionally media-led, exploring new options.