Congress' #AbHogaNyay and BJP's #PhirEkBaarModiSarkar, in songs

By Abid Hussain Barlaskar , afaqs!, New Delhi | In Advertising
Published : April 11, 2019 04:51 AM
Narendra Modi-led BJP and Rahul Gandhi-led Congress have unveiled their theme songs that look more like digital-centric ad films, complete with proposition and promise.

While digital has facilitated the virtual face-off for political parties, players are exploring ways to reach voters. Both major faces - Rahul Gandhi-led Congress and Narendra Modi-led BJP - unveiled their campaigns earlier this month. These were supplemented with heavy digital content or ads if we can call them that. A week into April and both published their party theme songs that are coupled with relevant social media messaging.

The Congress campaign song is built around the hashtag #AbHogaNYAY and highlights the party's promise of its minimum income guarantee scheme - 'NYAY' - along with its assurance of unemployment and poverty alleviation.

The BJP's song is also woven around its election campaign theme - #PhirEkBaarModiSarkar. It builds upon the narrative of its efforts against corruption for development and the cross-border conflict with Pakistan among other things.

The seven-phase elections in the country begin today and will continue till May 19. This will be followed by counting of votes on May 23.

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