Local BJP account goes to Goldmine

Lalitha Srinivasan

Mumbai, Aug 23: Amidst stiff competition, Goldmine Advertising Pvt Ltd, a Mumbai-based advertising agency has bagged the local ad-account of BJP for Elections'99 in Maharashtra. According to a BJP spokesperson, three agencies were shortlisted from among 10 agencies which had made presentations. Says E. Ravindran, vice-president, Goldmine: ``In the final round, we were competing with Trikaya and Sanket (Pune-based).'' Come August 25, 1999 and the print campaign comprising five ads will hit the media across the state.

According to Atul Bhatkhalkar, secretary, BJP Pradesh Karyalaya, the main objective of the campaign is to create awareness about his party's achievements in the last four years. ``Besides being a issue-related campaign, it will also be a personality-driven campaign. The ads will highlight the good work that we have done primarily in the rural belts,'' adds Bhatkhalkar. According to Ravindran, the adspend is around Rs 1 crore.

``We will create empathy with our target audience. To improve thequality of life in rural belts, the party has done a lot. Our ads will give factual information on this,'' adds Ravindran. The Rs 18-crore ad-agency handles New India Assurance and LIC Mutual Funds.

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