The Congress on Sunday launched Congress Party’s Lok Sabha 2019 campaign song as well as their slogan that focusses on minimum income guarantee scheme (Nyuntam Aay Yojana).
Launching the song, titled ‘Ab Hoga Nyay’, Rajya Sabha MP and senior Congress leader Anand Sharma, chairman of the Congress Publicity Committee. said, ‘Internal surveys carried out by the party in several states have shown that the NYAY promise has gained some traction with voters, and the tagline would help to further simplify the message.’
‘We are seeking justice (Nyay) against the injustices committted in the past four years. Those who promised ‘Acche Din’ only delivered anyay (injustice),’ said Mr Sharma.
Mr Sharma announced that they were doing a full-fledged digital and social media campaign, as well as a fixed publicity campaign ahead of the polls.
‘Apart from the slogan ‘Ab Hoga NYAY’, there will also be separate slogans that some states will be using, as well as regional adaptations in six vernacular languages–Marathi, Gujarati, Bengali, Assamese, Malayali,which has already been done,’ said Mr Sharma, who held the press conference along with members of the Congress publicity committee, including senior leaders Rajiv Shukla, Motilal Vora and AICC media incharge Randeep Surjewala.
Talking about the party’s publicity campaign, Mr Sharma said, ‘our campaign doesn’t not focuses on income guarantee alone. It is about ensuring nyay to farmers, nyay to youth, nyay to entrepreneurs. NYAY will embrace all.’
The advertising agency, Percept, is the main agency that will work on the creative aspects of the campaign.
The campaign includes a video jingle whose lyrics have been written by Javed Akhtar and directed by filmmaker Nikhil Advani.
The party will also have large container trucks that will move across the entire country with the Congress campaign taglines.
‘These trucks will start their movement from Sunday,’ he said.
The digital campaign for the Congress will be handled by Silver Push, while creative content will be designed by Niksun and Design Boxed.
The tagline focusses on the Congress manifesto promises like transferring Rs 72,000 annually to five crore households, increasing rural employment under Mahatma Gandhi National Rural Employment Guarantee (MNREGA), simplified goods and services tax (GST), filling 24 lakh government jobs till March 31, 2020, 33 per cent reservation to women in government jobs, right price of crops to farmers, free health chekups and treatment in government hospitals, and free education in government schools till class 12th.
The campaign that launches on Sunday is a 360 degree cross platform campaign which will consist of
TV films cinema Spots , Radio Jingles, OOH Hoardings and digital screens , Print Advertisements , Digital / Social Media , Public Transport and Mega Container Trucks
The creative campaign places Congress President, Rahul Gandhi at its core and reflects his personal style which is informal, real and helps him connect easily and genuinely with people.
All the visual elements in the campaign featuring the Congress President are from his interactions over the past few years with different people from all walks of life. Simplicity, genuineness, honesty as opposed to hollow, empty slogans and fake promises is the approach the Congress Publicity Campaign takes.
Amongst the themes covered in the campaign are: the Nyay scheme and eradicating poverty, Jobs for unemployed youth , Farmers , Women’s Reservation, GST Reworked ,
Universal Healthcare , Education and Startups
The Congress Publicity Campaign builds on the recently released Election Manifesto and highlights the promises made in it to the people of India.
The lyrics have been written by Javed Akhtar , the concept and script is by Anuja Chauhan and direction by Nikkhil Advani.
