Jana RajyamYou rule the Country

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OBJECTIVE

Awareness

Brand

Communication

Deriving Interest & Deep Penetration

Think before you vote

Jana RajyamYou rule the country

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Inception – 2008

NRI’s

Welfare

Goal

Future Plans

Jana Rajyam

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Promise From Jana Rajyam

Well Developed Tamil Nadu

Make people think

People develop trust over the party

Will have a clear vision

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Launch Phase

Inception in November 14, 2008

Starting with Welfare activities and promotion of the Party

Welcoming people who are interested in the party (strictly educated)

Stand in the Selected areas in Chennai, Coimbatore, Salem and some Tier 3 towns by 2011 election

Analyze the strength and Weakness of the party and constitute in larger areas by 2016 election

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Goals

Win 2021 State Election

Provide basic amenities to people

Improve Infrastructure and Literacy rate for the state Tamil Nadu

Make Tamil Nadu, a State of Benchmark

Make India a developed nation

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Time Line & Road Map Ahead

2008, November Launch of Jana Rajyam

2009 - 2011 Welfare Activities, Addressing people

2011 State Election Constitute in Middle Class areas in Cities like Chennai, Coimbatore, Salem

2011 – 2016 Keep Doing Welfare Activities and Promotion of the Party Through out, Development of Party

2016 State Election Constitute in Whole Tamil Nadu

2016 Launch the Party in States of South India

2021 Launch The Party in Whole India

Research Factors

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SWOT Analysis

Strengths

•Power that can be used•Medium through which welfare can be done authoritatively

Opportunities

•People looking for a new govt and leadership•Regions where no change has been seen

Weakness

•Image of politics is diminishing•People losing interest in electing a government

Threats

•Dominated by 2 pillar parties•Only Strategic alliance with the leader can help

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Market Scenario

Many players

Two pillars

Need for a change

Unpredictable

Negative Perception

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Perceptual Map of Political Parties in Tamil Nadu

•

Others

MDMK

• • Tamil Manila Congress•

AIADMK•

DMDK•

PMK•

DMK

High Performance

Low Performance

High Involvem

entH

igh InvolvementL

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nvol

vem

ent

Low

Inv

olve

men

t

JR•

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Gap Identified

People are strongly looking for a different government in Tamil Nadu

DMDK led by actor Vijaykanth have started using this gap that exists

Still No one have worked on basic amenities other than words in their election brochure

People who don’t vote have to be targeted to make them understand the importance of voting and a government

STP

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STP

Communication Market Analysis

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Competitors

DMK and AIADMK doesn’t do a lot in the areas of advertising and communication. They are established and promote only in the election times.

DMDK, being a new party is aggressively promoting through Advertisements in newspapers, TV and Radio.

PMK and MDMK promote during the arrival of their leaders to a certain town and mainly focus on strategic alliance

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Opportunities

Website Promotion would be one of the big opportunity in this political market

It reaches Literate people very easily

Competitors have website, but they don’t use it for promotion as they use it as an information medium

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Target Markets

Selecting target markets where there are more scope for a new party to perform

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Customers (Public)

Competitor’s Customers

– People not happy with the current government

– People looking for a change

Potentially new Customers

– Youths

– People who are not interested in voting

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Party Positioning

Make people think

Virtually people rule the state

Providing a better life in terms of basic amenities, education, infrastructure development and empowerment

Consumer Behavior

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Consumer Behavior

Literate People unwilling to vote

Community Influence

Wrong perception about politics

Voting for Freebies

Laziness

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Futuristic Behavior

Interested in setting up a government

More voting percentages

No community influence

Understand the importance of voting in electing a government

CREATIVES

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Rationale behind the Creative

To create a new perception for a political party

Make non voters to vote

Thinking Factor

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Logo & Tagline

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Reason behind the Logo

Saffron and Green color to denote connectivity with India

Jana Rajyam ( People’s Government)

People rule the country virtually through Jana Rajyam

Torch is denoted to say that people carry the country forward with a spirit of unity

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Print Ad 1 (Tamil)

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Print Ad 2

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Print Ad 3

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Print Ad 4

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Print Ad 5

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Outdoor

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TVC 1 Scene 1

– Youths, Corporate Employees keep calling their friends and starting as if they are going for a movie, picnic, party

– Phone ringing, answering, all in a enthusiastic mood

Scene 2

– When they start as a group in bikes, cars…. People around say that “see these people don’t care for society, home…. Started enjoying their weekends

Scene 3

– Showing the people who started in bikes, assemble in a election booth and stand in queue…

Scene 4

– Come out of the booth happily with the ink on their finger and saying to the camera “Voting is really important. Its only we who should decide the government. Government should not be elected with insufficient voting percentage

Scene 5 : One Vote can change a Government… Think Yourself, Think Tamil Nadu, Jana Rajyam

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TVC 2 (Education)

Scene 1

– A large Political gathering is shown from a black screen to all the lights that are used there

Scene 2

– Students are reading in that lights set for the meeting

Scene 3

– The entire street is completely dark when the meeting is going on

Scene 4

– After 5 years, same scene is repeating

“Think Yourself, Think Tamil Nadu”

Jana Rajyam

Promotional Activities

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Website

www.janarajyam.com

Place to register to join the party

Blogs

Interactive chats enabled for the users

Can donate funds

Welfare activities can be initiated

Strategy work outs

People can post Complaints

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Social Works

Tier 2, Tier 3 and Rural areas will be selected to conduct social works

Education and Empowerment will be provided accordingly

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Promotional Meetings

Monthly addressing at various places gathering crowds

Party’s leader and other people in the party will address the crowd

Will tell about the party and its future plans

Media Plan

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Medias to be used

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Mass Media Priority

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Media Budget

5 Crores to Conventional Media

TV – 1.5 Crores

Press – 1.5 Crores

Outdoor – 1.5 Crores

Appropriate spendings would be done for other promotional activities like Crowd Addressing, Welfare Activities, Website promotion

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Important Slots

TV

– Star Vijay: Neeya Naana, Coffee with Anu, Jodi No: 1, Super Singer

– SS Music: Room with a view, FIR, Connect

Outdoor

– Corporate Office, Govt Office

– Anna Flyover, Nungambakkam, Mylapore

Press

– Different leaflets and Front Page and Last Page Ads

– Full page ads in weekly magazines

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PR Wing

Experiential PR person would be appointed

Look after all press related issues

Maintain a strong relationship with the press

A team would be appointed under the Head PR

Thinkpot Communications pvt LtdBalaji CT. Sri Ananda Ajit

Premnath S. Subhramanian N.