Indian National Congress (INC) has awarded its entire creative and media mandates to Percept/H ahead of the upcoming assemply elections in the states of Uttar Pradesh and Uttarakhand following a multi-agency pitch.
Commenting on the win, Amitava Mitra, chief operating officer, Percept/H, said, “Yes, Congress has chosen us to work on the campaigns for both these states. UP is one of the most important states for Congress; it’s not been in power here for the last 22 years, thus we have a very huge and challenging task ahead of us. We will develop the complete integrated campaign for the party. The decision to work with Percept/H was unanimous at the party level since the agency understood the objective well and had a tone and language in the campaign that was in sync with the thinking of the Congress.”
Rajiv Agrawal, executive creative director, Percept/H, added, “This is truly a satisfying win. It called for a different kind of understanding and sensibilities. While on the one hand, you had to understand the vision and the thinking process of the person leading the charge - Rahul Gandhi in this case, on the other hand, you had to address different audiences and, therefore, different problems/ issues at the same time, yet have a single-minded thought which cuts across. We had an interesting thought – sensible, yet warm, honest, yet clutter breaking.”
