BRAND RAHUL REDESIGNINGWith India, With Congress

Submitted by – Nikhil PatilPGDM Communication 2014-16 Batch

• Concept behind the key message “Rahul Lao, Desh Bachao” is inspired from INC’s “Indira Lao, Desh Bachao” campaign in 1971. The idea is to effectively apply the concepts from the 1971 campaign using modern techniques. This would also relate to INCs success in 1971 elections.

• Party Slogan “With India, With Rahul” depicts the mutual interdependence of growth of India and Rahul. This strong message would deliver much needed trust in INC’s administration.

ACTION PLAN• Clean up INC’s tainted image –

Continuous exposure of all the successful milestones achieved by UPA government.

• Focus on qualities – Qualities of Brand Rahul (Educational Background, Family background, Hand on experience in diversified sectors, INC’s rich political history) should be portrayed.

• Regional Brand Campaign – Endorsing Brand Rahul across all the states in India in their respective local languages to create feeling of belonging with every citizen of India

• Connect with youth and urban voters – Well capable team of PR specialists should be endorsing for Brand Rahul on various online as well as offline platforms. Every outdoor activity should be covered and shared using social media platforms. Extensive pre-buzz of upcoming event using all media platforms (personal text messages, calls in pre-recorded voice).

• Outdoor activities – Going public is essence of outdoor activities. Reaching out to the people and directly listening to their expectations. Portraying Brand Rahul as sensitive and close to people.

RAHUL LAO, DESH BACHAOTHANK YOU