NYAY- The Theme of Congress Campaign

NYAY- The Theme of Congress Campaign

  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.