Adgully Exclusive | Ultraviolet Digital's Diwik Singh Chhalani & Sandeep Sandhu of Congress on Jeeta and Jaggi campaign

Whenever we think of a "Political campaign', we tend to build a serious imagery of posters showcasing the failure of the opposition party. But this campaign is totally different and humorous. Don't be surprised, just sit back and laugh. Congress party's political campaign, designed by Crayons Advertising, featuring two cartoon characters, Jeeta and Jaagi, is full of humor and hilarity.

The agency, to begin with, launched a three-day teaser campaign comprising print, outdoor and radio. The campaign introduced two characters and on the fourth day, both the characters were revealed to the people of Punjab. One character asks a question related to current issues, while the other provides the answer highlighting the failures of the present SAD-BJP government.

Not only there was a heavy usage of Print, radio and outdoor but also an extensive internet campaign was created. Well!! After marking an impression on people through the outdoor and print media, Jeeta and Jaggi have now created a benchmark in the online space as well.

Adgully caught up with Diwik Singh Chhalani, of Ultraviolet Digital the digital arm of Crayons Advertising and Captain Sandeep Sandhu of Congress to know more about the initiative.

Jeeta-Jaggi digital campaign has astonishing numbers to prove their success. Within 16 days of its going live, the Facebook page has generated over 22000 "likes' with an effective reach of about 19lakh people. Following the same suit, the youtube video has generated over 15000 hits so far.

Commenting on the development, Diwik Singh Chhalani says, "We were never crazy about numbers, we wanted conversations to happen. Our challenge was to put across the message in the most sought after way. The Jeeta and Jaggi online campaign is like SachinTendulkar, who believes in just playing good cricket and the records just happen".

Captain Sandeep Sandhu of Congress says, "After the success of Jeeta and Jaggi in Print and Outdoor media, our challenge was to establish them online with a focus on youth."

Explaining the challenges faced, Chhalani said, "The campaign was a hit offline but the challenge was to bring it online. We are hoping that the campaign takes a turn towards being an "Internet campaign'. Our basic motive was audience engagement."

Speaking about building the visibility of the campaign, he said, "To expand our visibility, Jeeta and Jaggi are visible on all major websites and portals,"

The flash banners are being run across portals like yahoo, indiatimes, bhaskargroup, Punjab Kesari and Jagran. This visibility was further substantiated by being present through contextual search to the youth through articles, websites, portals to create a wider reach and ensuring audience engagement.

"Reaching out to the youth is not as easy as it seems. They're getting busier by the day and their attention span is very veryshort. So if your message doesn't cut across at once you've lost him/her." Sandhu elaborated.

Pages by other parties have been running for a year now and still haven't achieved the following that Jeeta and Jaggi have managed to create in 16 days of its creation.

The best part of the campaign or the promotion strategy if I may say is that the campaign was only focused in Punjab and no resources were wasted in generating a nation-wide ripple just to increase numbers. Having created a buzz all over whether it's print, Radio, outdoor or the online space, Jeeta and Jaggi undoubtedly changed the way of executing the political campaign. | By Aanchal Kohli [aanchal(at)adgully.com]