Don't Forget 2004: Advertising Secrets of an Impossible Election Victory

"Don't Forget 2004" is the remarkable story of what can happen when a small but determined group of people takes on an impossible task in the spirit of "Why not?".The author takes us through the Congress Party's extraordinary campaign for the 2004 Lok Sabha elections, which fought off low budgets and the cynicism of most observers to deliver a stunning verdict in the party's favour.A.marketing/positioning/communication masterclass and a compulsive page-turner at the same time, the book shows how strategic thinking, operational excellence and youthful energy combined to make this unimaginable result possible.Jayshree Sundar takes us on a fascinating behind-the-scenes journey into both the agency which created the campaign and the political war rooms in the heart of Delhi in which it was discussed and approved. There are many moments of brilliance, there are twists and turns, there is tension and there is humour as well.It is a story which deserves to be widely read, for the many lessons it carries, both for marketers and brand thinkers and for those who want to learn how to win against tall odds.Strongly recommended.

Hi, I just finished reading Jayshree Sundars bookDon't forget 2004. Good Lord, I finally finished the book.It is easy swift reading. The flow is fantastic and the thrill is too much.I actually enjoyed the book from page one right to the last page.It's a great book to learn strategies, it's a great book to live thru history, 2004 came to life for me. and it's a great book at the right time. It will inspire and motivate people who need it.And remember history can and will repeat itself. This book tells us that it is possible. I beleive writing this is one part of the job, using it to change history is in JMS s hands now.

For anyone interested in the true power of advertising, marketing and India's political history, the scale and context cannot possibly get bigger than in this book's pages.. a billion populace, the many India's that we hear about now..unearthing the insights, the hopes aspirations desires and frustrations of such a large diversity and then translating the insights into sharp result oriented communication which delivered a stunning come from behind electoral victory for a particular party makes for fascinating reading..The author is the one who herself orchestrated the campaign armed with her supremely gifted and passionate advertising team has said it all, as-it-happened..all real names.and all real events...in a racy inside story thriller..It's ultimately about the power of self belief in the face of insurmountable odds.Many books have been written on US electoral campaigns but none I guess on India's so far.It's a must read !

Jayshree Sundar's book arrived in the midst of a hectic weekend. I thought I would glance through a few pages & pick it up to read later.Mistake! The edge of the seat pace kept me hooked & by the time Monday arrived, I had stayed up all hours & finished the book.Yes it is a David & Goliath story. Of miniscule Congress ad budget versus the runaway budget of multiple 100s of crores of the BJP & its India Shining campaign.This book is a ready reckoner marketing & advertising case study that I expect teachers around the sub-continent shall insist be part of the MBA syllabus.But even otherwise, the younger genwho have been locked away in their homes, will love the book for its ringside view of life in a fast-paced advertising agency, of working all night, of team-spirit, of life in Delhi.When Jayshree says, right at the beginning of the book, that she thought it was a friend playing a prank when she received a call from Congress HQ, I laughed out loud.And Don't Forget 2004 kept me guffawing all the way through (harping on 'will you be paying by cheque?' to the bigwigs of the hoary political party/ at the competitive espionage between agencies & even the final code names chosen for BJP and Congress)!!Such a delightful read. Anyone not reading it is missing a fabulous raconteur's ankhon dekha haal.

A roller coaster ride to one of the most impactful political campaigns in my lifetime. The book isn’t just about the Congress winning against insurmountable odds. It’s more about the people and the processes that understood the consumer and brought them to life. Would recommend this to every marketing student to understand what goes into making a campaign great.

I read this in one shotThis book reads like a thriller. And only partly because the result is thrilling. It so beautifully talks through the creation of one of India's landmark advertising campaigns - the Congress campaign in 2004. There's so much detail, yet it feels so light. There's so much stress that went into the creation of this campaign, but it's all handled with such a beautifully deft touch.If you're interested in advertising and how it works, there are few better books that really lay it out. And the fact that it helped transform the fortunes of India's oldest political party is only part of the story. The joy is in understanding the people, the emotions, the dynamics, nuances... so many things.