MAM
A must-read ad & marketing book
Mumbai: Political advertising and marketing case studies might be a bit of a bore for many. But once you pick up ‘Don’t Forget 2004 – Advertising secrets of an impossible ELECTION VICTORY’ by Jayshree M Sundar and start flipping through its pages, you can’t put it down. Written in the manner of a fast-paced diary and personal narrative, it keeps you thirsting for more, and it hardly feels like you are reading. The pages flip by so fast, and before you know it, you are at the end of the book, a lot richer in your understanding of what politicians think like, how ad agency executives can interact with them, and what it takes to draw up a winning election strategy and brand campaign.
Jayshree should know. The senior advertising executive was heading the Delhi office of Leo Burnett India (once Chaitra Advertising founded by Walter Saldanha) when she got a call from Congress (I)’s senior leader Salman Khurshid’s office. The voice at the other end informed her that her agency was in the running to help the Congress (I) as it sought to make a comeback in the 2004 hustings at the Centre. The party had been out of power for more than a decade and a fierce opposition BJP was riding high with top media expecting it to win again by a thumping margin.
Some of us may have a recollection of the savage campaign by Saatchi & Saatchi titled “Labour is not working” which swept Margaret Thatcher’s conservatives to power in 1979. Jayshree, along with her team, took a similar tack, working against impossible deadlines for a client which had no idea about the political marketing direction it should take. What made it even more challenging was that the BJP was looking smug as hell, splurging top dollar on ads all over the nation talking about how India was shining.
The Congress (I) mandarins provided no brief and they had limited budgets. Jayshree and her team had to come up with the communication that would position the Congress (I) right and yet show up the failures of the outgoing BJP government. Agency executives had to work and communicate with political heavyweights like Sonia Gandhi, Salman Khurshid, Ambika Soni, Jairam Ramesh, Ahmed Patel, Rahul, and Priyanka Gandhi, Motilal Vora – folks who commandeered a lot of respect, and whom they had only seen on TV.
Through the book, you find out how she and the agency’s creatives pivoted to get quick answers through cheap and cheerful primary and secondary research. That and the fact that it approached the assignment as a regular brand campaign helped it come up with a pitch presentation that was bought by the steeped-in-the-old-ways-of-working Congress (I) senior leaders. The riposte to BJP’s India Shining slogan was “Aam aadmi ko kya mila?” “Congress Ka Haath aam aadmi ke Saath” and addressed the heartlands of India, against the former which was more focused on the urban Indian. The B&W visuals featured farmers, unemployed youth, the middle class and children, women as against the BJP’s well-dressed urban Indians.
The book details how the agency came up with the four phases of the campaign, the steps it took to maintain utmost secrecy while creating the campaign, and later when ads and TVCs were released to publications and TV channels in various languages all over the country.
Jayshree’s effort is not just all about words; she has peppered the book with advertising artwork which made it to the newspapers over the various phases of the campaign.
The Leo Burnett team’s communication and marketing strategy did work well if you recollect. Despite the BJP’s bigger advertising war chest, it and its allies managed to retain only 185 seats (1999 count 298). The Congress (I) however celebrated as it individually captured 145 seats (against 112 seats in 1999) and 220 seats (as against 135 in 1999) with its allies. It of course came to power, and the rest they say is history.
‘Don’t Forget 2004’ is a must-read for students and practitioners of marketing and advertising as well as those in the political ranks, given that there is very limited literature available on political advertising. It is rich in detailing the learnings the agency had while working on the Congress (I) campaign. Be sure to pick up a copy.
(Don’t Forget 2004- Advertising secrets of an impossible ELECTION VICTORY – Jayshree M Sundar, pp284, publisher Vitasta Publishing, Rs 495)
You can buy it on Amazon too by clicking on this link: https://www.amazon.in/-/hi/Jayshree-M-Sundar/dp/9390961289
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
