The document outlines a campaign plan for Congress in an upcoming election. It identifies key issues of safety of women, water/electricity problems, and need for progressive government. The plan suggests reinforcing the campaign around the CM candidate Ajay Maken. It proposes an effective PR strategy including projecting Maken as a leader, using social media, and increasing media exposure. The advertising plan includes outdoor ads and ads between film screenings. The document stresses the importance of an output-driven approach in political communication.

1. CONGRESS CAMPAIGN
A
PRESENTATION
BY- RITIKA
STUDENT ID-

2. BURNING ISSUES
• Safety of Women
• Water and electricity
problem
• Need for progressive and secular
government
• Corruption

3. HOW DID THEY PITCH??
• Covered key points in their manifesto
• Organized rallies
• Media interactions
• Press Releases
• Use of slogans

5. •

7. WHAT WENT WRONG??
Campaigning
began very late.
No efforts in
branding CM
candidate.
Internal rifts
Poor use of advertising
and PR/ social media

9. SUGGESTED PLAN
Reinforcement
Concentrati
ng the
campaign
around
Maken
Effective Pr strategy
Maximising
the media
interaction
Effective
Advertising

10. AJAY MAKEN- CONSTRUCTING THE
LEADER IMAGE
• Born in the family of a freedom
fighter.
• A DU gradate in BSc. (Hons.)
• Implemented CNG based Public Transport
system.
• Credited with privatization of electricity.

11. ADVERTSING PLAN
• Outdoor and Transit advertising
• Ads seeded in between film screenings.

12. PR STRATEGY
• Projecting Maken as the leader of the masses and
unanimously chosen by the party members.
• Urge public to trust the party which has the maximum
experience
• Active use of social media
• Popular slogans
• Increasing the media exposure
• Associating with NGOs on public issues
• Attempt to build the connect by announcing helplines,
• Increasing visits in constituencies and registering a
presence at all major events.

13. WHAT MORE??
• Use of Nukkad-sabhas to profess about the
manifesto.
• Events in colleges, malls, socities, etc.
• Involving youth congress to come up with
more ideas and target young voters.
• Implementation through nukkad sabhas and
youth march

14. ROADMAP
Float the
influence Public
Level of
need
Opinion
Influencers
Opposite
Views
Personal
Need

15. WHAT GETS COMMUNICATED AND HOW DOES IT
GET COMMUNICATED MATTERS THE MOST!
THE APPROACH SHOULD ALWAYS BE
OUTPUT DRIVEN!!