CASE 25 — POLITICAL — ELECTORAL MEDIA

BJP — 2019 CAMPAIGN

Contributor to the digital media team on Tejasvi Surya’s campaign for the 2019 General Elections, January to March 2019.
ELECTORAL MEDIAVIDEO CAMPAIGNSYOUTH MESSAGINGRAPID RESPONSE
THE BRAND

WHO THEY ARE

A general election campaign is the fastest-moving communications environment there is — the message has to answer what happened this morning, not what was planned last month.

The target was first-time and urban voters: a demographic that consumes political content on a phone, in short form, and is unmoved by conventional party messaging.

That meant the work had to carry a policy argument in a format built for a feed, without collapsing into either dry manifesto or empty slogan.

THE PROBLEM

THE BRIEF

Conceptualise and execute youth-targeted video campaigns for a general election candidate, and keep the messaging current as national and regional developments moved.

THE RESPONSE

WHAT I DID

Worked with the candidate’s core digital media team to conceptualise and execute youth-targeted video campaigns.

Produced content built around development, national security and technology-forward governance — the themes that landed with first-time and urban voters.

Operated in a fast-paced campaign war room, adapting messaging in real time to national and regional political developments.

HOW I GOT THERE

THE THINKING

01

Pick the voter, then the theme

First-time and urban voters respond to development and technology framing rather than traditional appeals. The audience set the subject matter.

02

Build for the phone

Short-form video was the format because it was where the target audience actually was.

03

Stay same-day

In a war room, a message written yesterday is already stale. Turnaround speed is the whole discipline.

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