Congress takes time to release slogan, poll plan

New Delhi: Even with just two weeks to go for the first phase of polling for crucial parliamentary elections, the Congress has still not released its publicity campaign and a poll slogan to take on BJP’s catchy Modi Hai Toh Mumkin Hai. Way behind schedule on publicity campaign in the run-up to first phase of polling on April 11, the party has shortlisted five poll slogans, which include “Behtar Bharat. Behtar Kal” and “Pucca Vaada. Nek Iraada”.

According to sources, the final slogan is awaiting a nod from Congress president Rahul Gandhi for the last one week. The slogans were circulated amongst members of Congress Working Committee, the party’s highest decision-making body, at a meeting on Monday. However, no final decision was taken. Sources said many members thought that the party needed to finalise its campaign soon to take on the BJP.

Congress functionaries, who did not wish to be identified, told ET the biggest problem was giving work to five different agencies and not choosing one to spearhead its publicity campaign. A Congress leader involved in drafting Congress’ publicity campaign said, “We are lagging way behind schedule. Our internal deadlines have gone haywire and the result is that now, whatever the five agencies are bringing to us, we are passing it. The campaign had to be rolled out on March 25, but now we are looking at a release coinciding with the manifesto release on April 2 or maybe later on April 5.” Even if the party releases its campaign on April 2, it would be just eight days before the first phase of polling.

“We would be lucky if even that happens,” a senior party leader said. At present, the ruling BJP looks like a far more organised fighting side. PM Narendra Modi had coined his party’s slogan “Modi hai toh Mumkin hai” on February 23. So far, Congress has only continued with its “Chowkidaar Chor Hai” narrative.

The party was only able to turn the news cycle its way more recently with its minimum income guarantee scheme Nyay. Even for branding this, the party needs a proper campaign and catch line. The centrepiece of Congress’ so far is “Sabke Saath Nyay – Nyuntam Aay”.

In 2014 parliamentary elections, Congress had been more organised. Congress-led UPA government’s Bharat Nirman advertisement campaign was rolled out in early 2014. Congress party rolled out its first slogan “Main Nahi Hum” featuring then Congress V-P Rahul Gandhi in January 2014 – a good four months before the first phase of polls on April 7.