The Brief

This was Yellow Straw's primary account during the internship, and the most data-intensive: build a complete digital and communications strategy for Raja Warring ahead of the 2027 Punjab Assembly Elections, benchmarked directly against incumbent Chief Minister Bhagwant Mann and the ruling AAP.

The work had to move through three stages in sequence — first understand what Punjab was actually saying about him, then turn that into a strategy grounded in real voter psychology and proven electoral models, and finally translate the strategy into creative that a campaign team could put into the field.

Social Listening & Competitive Intelligence

I set up and ran a continuous sentiment and engagement monitoring programme on the Locobuzz CX Suite, benchmarking Warring against Bhagwant Mann across two windows — a 32-day baseline in May and a five-week follow-up in June. The single most important number to come out of that data wasn't a volume metric, it was the size of the persuadable middle: over half of all conversation about Warring was neutral, not negative — meaning the real digital challenge was conversion, not awareness.

AAP's mention volume swung more than 22× across five weeks — a pattern of discrete, manufactured spikes. Warring's varied by less than 2×: a much harder signal to fake, and the clearest evidence in the data of durable, organic support.

Voter Segmentation & Psychographic Profiling

Raw demographics don't write messaging — emotional state does. I built a segmentation framework mapping eight distinct Punjab voter groups against their psychological state and the specific trigger that would move each one, so that every subsequent message could be aimed rather than broadcast.

Five-Pillar Campaign Architecture

The segmentation fed directly into a three-year campaign architecture built on five pillars, each addressing one structural problem and grounded in a proven model from elsewhere in the world.

Influencer Strategy

The Locobuzz influencer module surfaced an entirely organic ecosystem that had grown around Warring without any formal activation — 366 accounts by Month 2, of which 350 were still uncategorised.

I built a five-tier activation framework to turn that untapped base into structured amplification — the single lowest-cost opportunity the research surfaced.

Creative Campaign Development

Every creative deliverable was briefed directly against the segmentation and architecture work above, then tested against the sentiment data before being finalised.