Holding a seat against anti-incumbency
A sitting MLA in central Punjab going into a tough re-election. Two years of bad press, a fragmented constituency, and a challenger with deep pockets. We ran the creative and outreach engine for the final 18 weeks.
- Client
- Confidential · sitting MLA
- Year
- Q4 2025
- Services
- Strategy, Creative, IVR / Outreach, Field ops
- Timeline
- 18 weeks
The challenge
Our candidate was widely seen as “done with politics.” The opposition’s narrative had taken hold across WhatsApp and chai-stall conversations — and his own team didn’t have a coherent counter-message to bring to door-to-door visits.
We were brought in 18 weeks out. Too late for a brand rebuild, just enough time for a relentless, hyper-local campaign with a single, defensible message.
The opposition was loudest on TV. We won every block by being loudest on the WhatsApp group that the block-incharge’s wife runs.
What we did
Constituency listening
Three weeks of structured interviews across all 84 polling booths. The opposition had a story; we needed to know which parts our voters actually believed.
Single-message creative
One message, three formats, 14 weeks of repetition. Posters, reels, IVR scripts, door-to-door pamphlets — all carrying the same core sentence.
IVR + WhatsApp engine
Twice-weekly IVR calls in the candidate’s own voice. WhatsApp broadcast lists segmented by booth and household type. 4.2L verified touchpoints by polling day.
Last-mile field kit
A printed playbook for every booth-incharge: what to say, when to say it, and what to do if asked the three hardest questions.
Results
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