M A I N   N E W S

Cong unveils new poll slogan
Anita Katyal/ Vibha Sharma
Tribune News Service

New Delhi, March 13
Oscar-winning song “Jai Ho” and its lucky mascot aam aadmi are the centrepiece of the Congress party’s poll campaign. In the last election, its simple one-line poll slogan,“Congress ka haath, aam aadmi ke saath”, had catapulted the grand old party to power at the Centre.

Hoping for an encore, the Congress has coined a fresh catch phrase for this election with the aam aadmi as the main focus. “Aam aadmi ke badte kadam, har kadam par Congress buland”, will be the party’s clarion call when its campaigners set out to canvass support on the basis of the Congress-led UPA government’s contribution and its future promises.

The party unveiled its new slogan today along with three campaign CDs which highlight the party’s growth and achievements, set to the tune of foot-tapping music of Jai Ho from film Slumdog Millionaire. The party procured the rights of the musical score and the lyrics through advertising agency Percept for an undisclosed sum of money.

Party strategists explained that since the Congress had been in power for five years, its slogan and campaign sought to reflect how the aam aadmi had been empowered by the ruling coalition’s social sector programmes.

“Congress has always stood for the common man and the country even though the steps taken by it for the common man have been opposed from time to time by different political parties,” said AICC general secretary and publicity committee chief Digvijay Singh after the screening of the films.

Although the foot tapping “Jai Ho” music is a clear winner, the three films are a throw back to the old film division documentaries which dished out mandatory pictures of happy children, prosperous farms and communal harmony to showcase the country’s growth story.

Taking a cue from the government’s publicity films which were being screened on television before elections were announced, the party’s poll films also focus on the ruling coalition’s flagship programmes like the National Rural Employment Guarantee Scheme, Bharat Nirman and Sarva Siksha Abhiyan, along with the Chandrayaan success and the growth of the metro rail, national highways network even as it traces the Congress legacy. This message is, however, communicated through the Congress version of “Jai Ho” penned by Ashok Chakradhar and sung by Balram. While Congres president Sonia Gandhi and Prime Minister Manmohan Singh get equal billing, the films skip any mention of late PV Narshima Rao though the contributions of all the other party PMs like Jawaharlal Nehru and Lal Bahadur Shastri have been featured prominently. Nehru-Gandhi scion Rahul Gandhi is also conspicuous by his absence.

Digivijay Singh explained Rahul would feature in the next three films which focused on the party’s future vision.



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