Congress uses mass media to defend turf

The Indian National Congress rolled out its first television campaign for the 2014 Lok Sabha Election two months before its primary opposition, the Bhartiya Janata Party (BJP).

Courtesy Arvind Kejriwal and his Aam Aadmi Party, Congress was forced to drop the 'Aam Aadmi' from its earlier campaign. The two campaigns, 'Congress ka haath, Aam aadmi ke Saath' (2004 General Election) and 'Aam Aadmi Ke Badhte Kadam, Har Kadam Par Bharat Buland' (2009 General Election), supplemented the political efforts of the party, helping it win and rule the country for 10 years.

The INC adopted a new tagline for its 2014 campaign, 'Har Haath Shakti, Har Haath Tarakki' (power to every hand, progress for everyone). With this as its main slogan, the political party has been campaigning across the country. While various cities have been covered with hoardings, the ideas have been communicated through television as well.

With Dentsu India on board as the creative agency, INC had reportedly allotted Rs 500-550 crore to reach out across media. A set of about 15 films, including four monologues, were released, some of which featured people who justified why they would vote for the Congress. Four of these also featured Congress workers talking about how the political party has been taking efforts to shape the country. The other seven films were music videos based on women's safety, their independence, farmers' rights, labourers' welfare and the general development that Congress has brought to the country. The videos state the promises that the party is making to the citizens of India, an assurance to not let them down.

A quick look at the whole gamut of promotional films released by the party.