03:10 Silver Push
After the digital
campaign wave of 2014, the 2019 campaigns began from March with each party
rolling out powerful campaigns against each other. Congress’ campaign is based
entirely upon the unfulfilled promises of BJP. Congress believes that in 2014,
the campaigns run by BJP boasted of development of the whole nation, but there
has been no development as such. The work on Congress’ campaign strategy began
in October 2018, with a counter-narrative on BJP’s ‘Main Bhi Chowkidaar
Campaign. The campaigns have been outsourced to the agencies that worked with
Congress for the 2014 elections and has given results in the past. There is a
dual campaign strategy- one for the States where there is a direct fight with
BJP and the other where it is fighting in alliance with regional parties. The
party has hired three agencies- DesignBoxed, Niksun, and India-based Silverpush.
The main focus apart from
countering BJP’s campaign would be jobs, GST, demonetization and rest of the
non-fulfilled promises made by BJP. Silver Push has been roped in to run
Congress’ media and outdoor campaigns. Silverpush,
the Gurgaon-based company works around optimizing TV and OTT media. The prime
focus will be on Facebook for content uploading and WhatsApp for distribution.
Since social media has a very big role to play in these elections, all the
major platforms have agreed to a general code of ethics and agreed to take down
requests by the Election Commission of India. Research conducted by some
analysts claims that Facebook and WhatsApp might be able to swing votes this
year. Since Facebook acts as a bigger influencer than Twitter for the urban
middle class and lower-middle-class population. The campaigns will also target
130 million first time voters and 110 million second time voters. A total of
900 million voter turnout is expected in this election.
02:46 Silver Push
In 2014, BJP came up with their famous campaign slogan ‘Acche Din’ and yes it did create a wave. The year 2019, Congress took the same route and their campaign is based on the total injustice done by the present government and hence their main theme became “NYAY”. Congress claims that in the last 5 years, various sections of the society faced injustice as the BJP government could not uphold their promise of ‘acche din’. The promises of jobs for youth, safety for women, equality for Dalits and minorities have not been fulfilled. ‘Ab hoga NYAY’, Congress’ primary slogan reflects not only justice but also “Nyuntam Aay Yojna”, the minimum income guarantee scheme which is the highlight of the party’s manifesto. To increase their outreach, Congress has hired agencies that will help them run their campaign. Percept has been roped in as the main professional agency, while Silverpush has been engaged to take care of the digital media campaigns.
Congress claims to have done extensive research before coming out with their manifesto. They believe that the PM misled the people and rather than ‘acche din’, people had to go through difficulties and struggles. All the other slogans unveiled the focus on the main theme. Apart from this, Congress’ manifestgo promises to provide Rs. 72000/ year to impoverished households. It also promises free education till class XII, free diagnosis and treatment in government hospitals and employment.
Silver Push, the agency hired by Congress will run social media campaigns and highlight the party’s main objectives on digital platforms.
The party also launched their official campaign song “Hindustan”, highlighting that the country is made from its people, not leaders. These slogans will be used movie theatres, hoardings, digital platforms, and print. Hundreds of container trucks will run all over India displaying Congress’ “NYAY” theme. Congress believes that its cost-effective campaigns along with their sincerity will help them win hearts.
