Creative Execution

We created multiple interactive digital banners - http://103.14.97.95/ruboff/ - each asking people to ‘rub off’ one of the problems facing the nation. Hovering the cursor over the banner erases that message, revealing an ’ABKI BAAR MODI SARKAR (It’s time for the Modi Government)’ poster asking users to click on the manifesto’s link.

The banners created the highest CTR recorded in an election campaign ever. The BJP had emerged as the single-largest party and registered one of the biggest victories in the history of Indian elections.

Background: India went for elections amidst a number of burning issues ranging from corruption to terrorism. The BJP promised to eradicate these problems and laid out the detailed plan in a manifesto. Objectives: A political party's manifesto is one of the most important but oft-neglected aspect of an Indian election. This manifesto spelled out the propositions made by the BJP - a political party, and hence, it was necessary to bring it forth strongly and ensure that people read it. Insight: People in India had been disillusioned by the governance in the country when the previous government was in power. Strategy: The BJP promised to solve these issues and empower the people. It was necessary to make people realize that the manifesto was not a mere claim, but a carefully chalked out plan of action. Idea: To enable people to literally ‘rub off’ the maladies plaguing India.