As the names of some of the creative agencies behind some of the most talked-about political ad films on social media come under the spotlight, another company has joined the Bharatiya Janata Party's (BJP) agency roster, specializing in digital marketing. It is a one source based in Delhi.
According to industry insiders, the agency holds some of the ruling party's digital creative powers.
However, this partnership is not limited to polling efforts.
“They have worked together for nearly three years to expand the party's digital presence primarily across Google, Meta and other platforms. However, as the election approaches, the focus shifts to election-related communications and amplification. ” said an anonymous source.
This agency is tasked with overseeing these responsibilities for Delhi and parts of the NCR belt.
According to its website, One Source is an integrated brand and marketing consultancy with expertise across branding, digital marketing, corporate communications, content marketing and visual storytelling.
“We consult with brands about what to say, how to say it, and where to say it,” the company's website says.
No single institution can claim credit for the Congress movement of the Bharatiya Janata Party (BJP). The party compiled a list of diverse institutions. This strategic decision includes both small businesses and industry-leading companies across digital, creative and specialist political consulting agencies. Additionally, the party maintains a fully functional internal team comprised of executives from top institutions across the country.
While names such as McCann Worldgroup, Scarecrow M&C Saatchi and Madison Media are associated with the BJP's campaign for the upcoming Indian parliamentary elections, lesser-known companies such as Varahe Analytics and Moving Pixels Pvt. Ltd. , Ltd and One Source have also emerged. However, this list is not exhaustive. Like other big brands, the party is taking a hyper-local approach by working with smaller agencies to tailor its message to a diverse base of voters.
The party also partners with influencer management agencies to subtly advance its political agenda by interviewing party leaders and creating relevant content to extend the party's reach. We welcome content creators and influencers. Beyond working with government agencies, there is another system of parallel influence at the micro level, and WhatsApp is a key tool in this arrangement. The parties will designate a point of contact (POC) to continue disseminating the narrative on the WhatsApp group.
