The Campaign

As Communism bit the dust globally, in West Bengal, India, the communists ruled for 33 years. Until 2011. It was the State Assembly Elections, and for the first time in 33 years, the people of Bengal waged a war, against themselves. On one side was upholding a tradition of 33 years, on the other there was a state spiraling into misery with a decaying economy, violent trade unionism and rampant corruption. Pro change or no change? The mind battled with itself. While Bengal was looking for an answer, STAR Ananda, Bengal’s leading news channel, took a brutally unbiased stance. Its campaign, LALBARIR LORAI, showcased various people at war against themselves and offered its neutral point of view. The result was unprecedented. Voter turnout touched an all time high of 84% in the history of the state. Bengal voted for change and one of the last bastions of communism crumbled.

Success of the Campaign

The campaign sparked off a mass movement in West Bengal. The intelligentsia took to the streets, litterateurs took up their pens, singers sang in protest and for the first time in the history of the state 84% of the electorate, nearly 47 million people, came out to vote. An intense 12 week marketing campaign achieved fantastic results. With a strategically planned 360 degree media burst, STAR Ananda’s reach increased by 24%, adding 600,000 new viewers in the same period. Total Time Spent Per Viewing (TSPV) grew from 30 minutes in March ‘11 to 46 minutes by May ’11, a 41% average growth. In a research done by The Nielsen Company, STAR Ananda garnered 65% TOM awareness in June 2011, compared to only 20% of the nearest competitor. With a whopping 40% market share, STAR Ananda dwarfed its nearest competitor to become West Bengal’s No.1 news channel.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

On March 1, 2011 Bengal woke up to STAR Ananda’s campaign LAL BARIR LORAI. Press ads were carried in leading dailies, TVCs went on air and giant billboards and outdoor innovations were all over. Opinion Vans followed the trail of the two rival leaders, capturing the sentiments of the electorate. Public debates raged both on and off the screen; turncoat debates featured the same person both for and against the motion; and washroom mirrors in shopping malls brought the debate alive. 4000 sq.cm of print advertising, 15,000 seconds on the radio, 30,000 seconds of TVC, 250 outdoor sites and street-level activations across West Bengal exhorted people to make an unbiased decision. STAR Ananda’s Exit Poll forecasted that the opposition would sweep the polls, winning 225 seats out of 294. The party won 226. The result was historic. Bengal voted for change. One campaign overthrew a 33 year old regime.