Debrief: Congress Party: Ad fest in between Scam fest

06 Jun,2013

By Anil Thakraney


So, Soniaji has decided the time has come to start selling her party for the next year’s general elections. I think it’s a bit too early, but perhaps Madamji has little faith in her party’s chances this time, and therefore the bugle is blowing hard more than a year ahead. Also, why would she worry about the ad cost… we idiots, the taxpaying junta of India, will foot the bill.


‘Bharat Nirman’ is the campaign slogan, I watched three ads. One deals with the boom in mobile telephony, another one talks about the spurt in educational institutions. The third one boasts of the Delhi Metro, and plans for other cities. The strategy is both, obvious and correct; it’s best to discuss the key achievements for an incumbent government in its election campaign. Also, the execution is warm and engaging. They have used aam aadmis and aurats of India, and their aam life stories. So all very nice and dandy.


However, there’s a serious problem: While these ads run during the commercial breaks, on the news programmes we find anchors and their guests hectically dissecting a brand-new scam. So, all the hard work done by the ads gets negated moments after exposure. Which then makes me wonder: Shouldn’t at least some of the ads take on the issue of scams and scandals head-on? Instead of ignoring them? Maybe closer to elections, the Congress Party will think about this issue. Especially because the opposition party will definitely launch a frontal attack on UPA’s assorted corruption stories.


All said, in my own humble view, the UPA will get booted out next year. All the ad money down the drain. Our money, to be precise. Grr.


Rating: (On a scale of 1-5): 2.5. Obvious strategy. Creative is decent.


Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.


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One response to “Debrief: Congress Party: Ad fest in between Scam fest”

  1. Shael Sharma says:

    Why MSM is turning shameless tricks for Congress.

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