Congress unveils Jai Ho campaign

Having procured the rights for the recent Oscar-winning number, “Jai Ho”, the Congress Party has unveiled its latest communication drive, conceptualized and created by various arms of Percept.

“After procuring the music rights for the song, the challenge was to get the concept written and visualized dramatically so as to convey and cover all key communication objectives that the party planned to take to the Aam Aadmi,” said Harindra Singh, vice chairman and managing director, Percept Limited. “The next challenge was to ensure that the lyrics fitted into the music and highlighted the new 2009 Congress slogan for the elections ‘Aam Aadmi ke Badte Kadam, Har Kadam Par Bharat Buland’.”

Three TVCs of 60 second each have been released across television channels. The first one includes Congress leaders – Jawaharlal Nehru, Lal Bahadur Shashtri, Indira Gandhi and Rajiv Gandhi and leverages the heritage of the Congress party. The second and third TVCs bring out the development programmes/schemes that have made an impact in the common man’s everyday life and promises of an even greater and happier future.

Watch the 'Chandrayaan' TVC here:

The Jai Ho part of the Congress campaign is being handled by Allied Media. As per the media plan, there will be an initial four-day burst on all national GECs, DD, news channels and radio.

The non-Jai Ho elements of the Congress campaign forming the bulk of the media spend will be handled by Mindshare and is expected to break in the last week of March.