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Business News/ Politics / Policy/  Narendra Modi leads BJP’s election anthem
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Narendra Modi leads BJP’s election anthem

BJP's latest ad campaign in run-up to the Lok Sabha elections intends to invoke a sense of national pride, says creator McCann Worldgroup

The BJP’s election ad campaign featuring Modi was launched by Arun Jaitley in New Delhi on Tuesday. Photo: Ramesh Pathania/MintPremium
The BJP’s election ad campaign featuring Modi was launched by Arun Jaitley in New Delhi on Tuesday. Photo: Ramesh Pathania/Mint

New Delhi: Visuals of the Bharatiya Janata Party’s (BJP) prime ministerial candidate Narendra Modi reassuringly stating that he wouldn’t let the country perish and he wouldn’t let the country stoop are part of the party’s latest ad campaign in the run-up to the April-May Lok Sabha elections.

“Saugandh mujhe is mitti ki main desh nahi mitne dunga, main desh nahi jhukne dunga," Modi assures the nation in the campaign, which was launched by senior leader Arun Jaitley on Tuesday at the party headquarters in New Delhi.

Conceptualized by a team of 10 people at McCann Worldgroup’s advertising agency Tag, the ad was made to invoke a feeling of national pride rather than attacking its competitors, said Prasoon Joshi, executive chairman and chief executive officer (India and South Asia), McCann Worldgroup—an Interpublic Group agency.

“It was not about taking potshots at any other party or raising issues, it was about expressing the larger emotion of national pride. It was about communicating the feelings for the nation," added Joshi.

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Published: 25 Mar 2014, 09:57 PM IST
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