2014 general elections shocked the grand old party of India to the core. They have geared themselves up once again to take on the Bhartiya Janta Party. With just days to go for the Lok Sabha elections, the Congress, which began to rework its publicity material after the Balakot air strikes, has now decided to entirely focus its poll campaign around the Niyuntam Ayay Yojana (NYAY), the minimum income guarantee scheme announced by party president Rahul Gandhi.
The party’s new publicity campaign will centered on the tagline ‘Ab Hoga Nyay’- Justice will prevail now, which will feature in all of its posters, radio jingles, billboards and songs.
“Poverty will be struck, we will fulfill the dream. In Congress rule, the poor will be empowered. #AbHogaNYAY,” Congress posted.The name of the proposed scheme is ‘Nyuntam Aay Yojana,’ or NYAY. The word ‘Nyay’ stands for justice in Hindi.
Earlier on March 25, Rahul Gandhi announced the party’s big poll promise – Rs 72,000 annual income support for 20 per cent of the poorest families in the country. “20 per cent of the poorest families will be given an income support of Rs 72,000 every year. All modalities have been worked out and this is possible within our budget. We have studied fiscal implications of the scheme,” Rahul Gandhi said.
A special feature of the physical campaign will be the use of container trucks, which will criss-cross the country. These trucks will start their movement from Sunday, Congress leader Anand Sharma said. The Congress also released a campaign song with a catchprase ‘Main hi toh Hindustan hoon’. Speaking at the press conference, Sharma said that the lyrics to the campaign song had been written by Javed Akhtar and the theme video has been directed by Nikkhil Advani.
The song starts with strong visual representation of different socio-cultural groups. It tries to give a picture peaceful and harmonious India: ‘Main hi toh Hindustan hoon’.
The song goes on “Tum jhooti chaalein chal ke, sheheron ke naam badal ke, noton ko kachra kar ke, aur har nirdhan ko chhal ke, nafrat ka dhuaan phailaake, bhai se bhai ladaake, kehte ho hum ko chun lo, ab tum bhi humaari sun lo (After making false moves, changing the names of cities, consigning currency notes to scrap, deceiving every poor person, spreading the smoke of hate, pitting brother against brother, you say ‘elect me’, but you must listen to us).”
According to a source, the new campaign has been approved by Priyanka Gandhi Vadra, while Alva liaised with the creative people. Rohan Gupta, the national media coordinator, and senior leader Pawan Khera worked the logistics and commercials to ensure clearances were speeded up.
The sub-committee was formed on 26 March to bypass red-tape. “A number of agencies were hired to speed up the process with each being given a specific task,” said the Congress functionary.
The party is faced a lot of flak from several quarters for not coming up with its election campaign even as BJP’s “Abki Baar Phir Modi Sarkaar” was visible across the country.