ADrenaline | Ojas 9

Witness the fervour and pomp of the infamous Indian elections! With millions preparing to choose
the next face of the country, you are tasked with creating a marketing campaign for choosing one of
the top 2 contenders and ensuring a win through a marketing campaign that moves masses to your
favour.

CONTEXT:

India is waiting for its next general elections. Thanks to their extraordinary achievements, the two
main contenders Mr. Mahendra Todi and Mr. Anurag Tibrewal are gearing up to launch their
innovative, creative and out-of-the-box style election campaigns. Both of them want to win.
Popularity of both the contenders is equal in the country. They know that the only deciding factor
now would be their election campaigns.

Their marketing teams approached the best advertising agency of the country, Megalever &
Company, but unfortunately, on the same day and at the same time. Megalever can design the
campaign for only one of the contenders, but both their teams approaching at the same time made
this choice very difficult.

DELIVERABLES:

1. Put yourself in the shoes of Megalevers Senior Management team and decide which
leaders election campaign would your company go ahead with. Profiles of both the leaders
are shared in Exhibit 1.
2. For the chosen leader, you have to formulate an election campaign. You are free to be as
creative as you want to be with the ideas. Share your IMC in the poster, and reflect on its
brief details in the concept note.
3. The concept note should contain all the required information namely target segment,
perception or tone, positioning/POD, innovations and tag line, for the design team.
4. The poster ad should showcase your IMC clearly.

Sneak Peak: In Round 2, shortlisted teams will be required to explain their IMCs through PPTs.
Therefore, in Round 1 a brief explanation of the IMC would be sufficient.

SUBMISSION FORMAT:

1. In Round 1, teams have to submit:

a. A concept note (max 2 pages PDF)
b. A Poster ad (singe page PDF)

2. Send your entries to adrenaline.ojas@spjimr.org

3. Naming Conventions:
a. Concept note: CN_<team name>_<institute name> For eg: CN_TeamOne_SPJIMR
b. Poster: PO_<team name>_<institute name> For eg: PO_TeamOne_SPJIMR

SUBMISSION DEADLINE: 6th Jan, 2017 11:59 pm

For any other queries, feel free to reach out to any of us:
Ritali Garg 7760551802 pgp16.ritali@spjimr.org
Chandresh Shrivastava 9650504284 pgp16.chandresh@spjimr.org
EXHIBIT 1:

MAHENDRA TODI:
He was born in a poor family in 1970. He was exposed to a religion-oriented political party since a
tender age. Over time, he developed a nationalist view and decided to join politics right after his
education. He always felt he was born to serve this nation until his last breath. He loved and
respected the nation so much that he sacrificed his personal life and broke all ties with his family. He
joined a political party, Hindustan Seva Sadan (HSS) and worked hard to rise up the ranks in the
party. His dedication, sincerity, honesty and goodwill earned him a high place in the hearts and
minds of the people in his state, which led him to be elected as the Chief Minister of his state.
Under his leadership, his state developed leaps and bounds. Soon, the entire national population
began noticing his work. He realized that perhaps, he is yet to fulfil the bigger purpose serve the
nation, rather than just a state. He is a long-term strategist and is said to have an industrialist
approach towards the development of the country. He has a charismatic leadership style and is
often said to lead by examples. He is ready to take bold measures has the ability to rally those
around his points due to his exceptional oratory skills. He is a risk taker and is often said to act
swiftly to address any challenges.
Though many attempts were made to question his devotion to the nation, none have stood the trials
of time and could not stand the trial of even the legal system. Though his administration is usually
credited for the development and upliftment of the poor by his industry friendly policies, his
administration has been criticised for failing to significantly improve health, poverty, and education
indices in the state. He usually appears in the list of most influential people of the world, though he
is blamed of being partial and favouring certain religions over others. He is open to both
globalization and liberalization but at the same time he dreams of making the country the
manufacturing hub of the future with an aim of reducing unemployment and making the nation self-
sufficient.

ANURAG TIBREWAL:

Anurag Tibrewal is a famous Indian anti-corruption activist turned politician who is currently the
Chief Minister of Indias capital city. He was born in 1968, in Haryana, as the eldest child of Vinod Raj
Tibrewal and Sita Devi. He has two younger siblings. His father was an electrical engineer and the
family moved often because of his work. His mother was a well-educated woman for her time and
ensured that her children focused on their studies well.

The National Convener of the Aam Insaan Party (AIP), he had always been socially sensitive even
before he had decided to get into the world of politics. The main motivation behind venturing into
this field was to serve the country. He is highly inclined towards peoples welfare and dreams to
empower Indians in eradicating dominant social stigmas. He believes that by doing so, India can fast-
track its journey towards becoming a developed country.

As a teenager, he was unsure about what career he wanted to ultimately pursue: Engineering or
Medicine. He eventually zeroed down on engineering and was determined to get into the well
reputed Indian College of Engineering (ICE). Stubbornly refusing to write the entrance exam at any
other college, he appeared only for the ICE entranceand passed successfully in the first go. Despite
getting into his dream company Tata Steel, Tibrewal was unhappy because he found his job
monotonous, so he decided to write the Civil Services Exam and cleared it in the first go. In 1995 he
joined the Indian Revenue Service but the level of corruption he witnessed disillusioned him, which
led him to start the Badlaava movement with the aim of uplifting the deplorable condition of his
fellow countrymen. He thus became involved in social activism. His involvement in the Badlaava
movement earned him a Ramon Magsaysay Award for Emergent Leadership.

Tibrewal gained national popularity when he became associated with the prominent social activist
Appa Hazarika in early 2010s while campaigning for the passing of the Jan Lokpal bill- an anti-
corruption bill drawn up by activists that pushed for selection of an independent body to investigate
corruption cases. However, he later split from Team Appa and formed his own political party, AIP,
along with his supporters, in 2012. Soon, he defeated the ruling CM of Indias capital city and took
charge of the office in 2013. He has continued as CM since then, getting re-elected in the following
general elections.

However, Tibrewals journey has not been free of wrinkles. He is often accused of taking
unprecedented U-turns on his statements, making accusations without thorough evidences or
research and causing frequent disruptions to common mans life through dharnas (agitations).