The ad plan for the campaign includes digital, TV, print ads as well as the party’s social media thrust
The Minimum Income Guarantee, or Nyuntam Aay Yojana, farmers’ distress, joblessness, healthcare, democratic freedoms and GST are the six key themes on which the Congress’s ad campaign for the upcoming Lok Sabha elections will be run. Some of the taglines of these ads include, “Gareebi ki eik guarantee: desh ke itihaas mein pehli baar income guarantee”, “Kisaan ko do vaydey: rhin mukti aur poora daam”, and “Hindustan ki kasam, darr se azaadi”.
The ad plan for the campaign includes digital, TV, print ads as well as the party’s social media thrust. Ads for the NYAY Scheme will build on the idea that the party will not leave behind any Indian family, highlighting the party’s offering that in the bank accounts of the women of over 5 crore families in the bottom 20% as per income distribution, a yearly amount of Rs 72,000 will be credited.
For ads highlighting farm distress, the party will play up it’s key manifesto promise: loan waiver. The ads will also touch upon the idea of minimum support price, and the party’s poll promise to bring about freedom from indebtedness. Lines for the ad copies are likely to be, “daan nahi, daam deyngey; karz maafi nahi, karz mukti”. The idea of a separate farmers’ budget will also be advertised.
The copies on joblessness will highlight the existing 4 lakh vacancies in Central government as well as 20 lakh vacancies in state governments, as per data with the party. The ads will also play up Congress’s promises to incentivise job creations, especially those for women. And, “naujawan ko teen vachan: roojgaar, roojgaar, roojgaar” will be part of the ad’s body copy.
Ad plans for another set of ads will play up the party’s promise to Right to Healthcare Act, and the poll promise to increase spend on the health sector to 3% of the GDP, and the messaging will be built around “har parivaar ko sehat ki adhikaar”.
To disseminate the idea that the Congress will uphold democratic and secular ideas, ads will promise “darr sey azaadi”. The idea that the party will bring about freedom from hate crimes and fear, freedom for women and for the media will be part of the message. The ads on GST will stress on the party’s promise to bring in a single and unified tax.
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