To kick start Nitish Kumar’s election campaign in Bihar, I-PAC team launched Phir Ek Baar Nitish Kumar – a campaign slogan that brought Nitish Kumar back into the political limelight and announced his Chief Ministerial bid. Yellow hoardings mushroomed all over the Patna skyline and yellow posters/stickers/pamphlets became ubiquitous in the state with one key message: Phir Ek Baar, Nitish Kumar. Six variation of this key message were conceptualized targeting the different audiences, along with a missed call number and a call to action for voters to connect with this campaign. As a first mover in the campaign, with this slogan, the public narrative gravitated towards the leadership of Nitish Kumar, thus setting the agenda for the election. It also led to the ‘hoardings war’ as the message occupied Patna skyline and helped rejuvenate the party-workers, influence mind space of the media, the opposition and most importantly, the voters. A call centre was set up that started profiling samarthaks (supporters) of Nitish Kumar who would call on the number.