Congress & Campaigns

Congress & Campaigns

  03:10    Silver Push

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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.

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NYAY- The Theme of Congress Campaign

NYAY- The Theme of Congress Campaign

  02:46    Silver Push

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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.

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Politics in the Digital Age

Politics in the Digital Age

  03:42    Silver Push

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2014 elections welcomed a new age of campaigning using social media. Today, almost all political parties big or small, for the centre or for the state have found a new way to campaign- famously known as digital campaigns. It is certain that while scrolling down your Twitter or Facebook feed you have noticed the uprising presence of these digital campaigns which have actually made it easier for the parties to reach out to more people than they ever could. Catchy hashtags dig at oppositions everything has become a part of their digital campaign. But is making the campaigns enough? Monitoring the campaigns and targeting the right audience at the right time is as important as the content.  

Earlier this year, Congress launched a digital campaign #ChowkidarChorHai to which BJP launched their campaign #MainBhiChowkidar and now Congress is all set to launch an offensive against the BJP with a new campaign. Apart from social media, Congress needs to run media and outdoor campaigns, for which they have hired three agencies- DesignBoxed, Niksun, and Silverpush. These agencies have given successful results in the past making them the first choice for Congress. 

For example, Congress had hired DesignBoxed for Assembly Election in Rajasthan and Chhattisgarh where the party won ultimately. The current campaigns will focus on the promises that were not kept by the NDA government and the content will focus on issues like job scarcity, farm distress, etc. along with the response to #MainBhiChowkidaar.

Since Facebook has a bigger influence, the campaigns will focus on Whatsapp for distribution and Facebook for content uploading. The agencies hired will look after these campaigns. Niksun specializes in production, digital and branding solution while Silver push works around optimizing TV and OTT media.  Facebook, WhatsApp, and Twitter have agreed to a general code of ethics and takedown requests from the Election Commission. The war of the hashtags will continue till before the elections and the analysts from both the parties will try to swing votes in this year’s elections.

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Elections and Social Media Campaigns

Elections and Social Media Campaigns

  04:32    Silver Push

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2014, the last elections saw ‘The Modi Wave’ running throughout the whole country. But how did Narendra Modi gain this popularity? How did every person hear about ‘Ab kibaar, Modi Sarkar’? It’s simple! With the rising use of technology in our day to day lives and rampant growth of social media, the political campaigns have gained popularity like never before. Medians like Facebook, WhatsApp, etc. are a prime medium through which the political parties can reach their audience located even in the remotest area. Politics has become more than just campaigning; it has taken on digital platforms and has extended its reach through digital campaigns.

After this social media stunt pulled by BJP back in 2014, Congress has also taken the digital approach. Congress has launched its social media campaigns and has hired three different agencies- DesignBoxed, Niksun, and Silverpush. India based Silver push is an advertising technology firm that has been roped in by Congress as their election partners. The firm run by smart IITians is set to take care of Congress’ digital media campaigns. Their campaigns will basically point out the promises that were made and never kept, the services that were offered but never provided. Congress plans to hit its opposition with the campaigns that will point out the non-fulfilment of the promises made by the current government. Apart from this, they have also launched their campaign song, ‘Hindustan’.

Elections are a very important aspect of a democracy, where the people decide who they consider fit to run the country. With social media and the campaigns, it definitely has become easier to connect and influence people, launch manifestos for the people to view and later on let people decide what’s best for them. These campaigns will definitely play a huge role as a deciding factor for every citizen, as this time they will be targeted on social media. 

From working people to home-makers, everyone is on one social media or other and the plan of the agencies working on these digital campaigns is to become the voice of the Party and let people know what’s what. But at the end of the day, it is the work of the government done now or before the biggest deciding factor, and it is certain that these social media campaigns will play a huge part in it.

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