Lok Sabha polls: Narendra Modi's 'Abki baar' takes a backseat as BJP focuses on inclusive growth

Bharatiya Janata Party's poll campaign, "Abki baar Modi Sarkar," took a backseat as the party focuses on inclusive growth in its latest advertising campaign unveiled for the last leg of elections.

"Going forward we want to build the campaign on an anti-incumbency feel," a source in the party said. The new taglines revolve around themes such as, "Chalo bhrashtachaar mitaye", "Chalo achcha sashan laye", "Chalo mehengai mitaye" and "Chalo berozgaari hataye." The BJP has introduced a series of 5 to 6 outdoor hoardings made by Soho Square on these lines. Samrat Bedi, head of office, Soho Square, declined comment.

BJP started its advertising campaign with similar issues, like corruption, inflation, unemployment and then it moved on to the "Abki baar Modi Sarkaar" campaign.

The BJP has decided to discontinue with the "Saugandh" anthem written by Prasoon Joshi, executive chairman, McCann WorldGroup, after independent research confirmed its ineffectiveness. However, the party will continue to play the television and radio commercials inspired by the "Saugandh" film made by TAG, McCann's second agency that's handling a part of the BJP campaign.

This is the only commercial in which Narendra Modi, BJP's Prime Ministerial candidate makes an appearance and projects himself as a "sevak" and urges voters to "press the Lotus button". Even the radio campaign uses his voice over. "The anthem run out of fizz and it was too dictatorial and individualistic, is what the research showed and therefore we decided to withdraw," said the source in BJP.

BJP's research also indicated that the "Achche Din Anewale Hain" anthem and television commercials done by Soho Square is drawing more traction than the "Saugandh" anthem, said the source in BJP. "Therefore, we h ave decided to promote the 'Achche Din' campaign aggressively", he said.