Congress on Sunday launched its Lok Sabha campaign slogan 'Ab Hoga Nyay' (Now, There Will be Justice) by weaving a narrative around the "injustice" meted out to countrymen and "atmosphere of despair" prevailing in the country during the Narendra Modi regime.
With the tagline 'Ab Hoga Nyay', which resonates with the flagship promise 'NYAY' (minimum income guarantee scheme), the party will highlights its promises as well as the critique of Modi government through a theme song 'Main hi toh Hindustan hoon' penned by well-known lyricist Javed Akhtar, posters, jingles and videos.
While the concept and script of the campaign is by film critic Anuja Chauhan, the video is directed by Nikhil Advani, the cinematography is by Tushar Kanti Ray and music by Arjuna Harjai.
"The campaign focusses on justice. This word embraces all and it is not limited to the context of NYAY (the minimum income guarantee scheme promised in Congress manifesto). It promises justice to all, farmers, youths, entrepreneurs and for those who want a better future for their sons and daughters," Congress Publicity Committee chairman Anand Sharma told reporters.
The Congress has released the campaign theme after making changes suggested by the Media Certification and Monitoring Committee (MCMC) team of the Election Commission.
The publicity campaign, which comes after the release of manifesto that had the tagline 'We Will Deliver', is focussed on themes of justice for the poor, unemployed youth, farmers, women, Dalits and Adivasis, businessmen who suffered the "badly executed" GST and for "each of us who have been lied to and taken for granted" by Modi government "whose time has run out".
The campaign is a 360 degree cross platform campaign consiting of TV films, cinema spots, radio jingles, hoardings and digital screens, print advertisements, digital and social media, public transport and mega container trucks.
Sharma said "thousands of big container trucks" fitted with screens will take the Congress's message to various parts of the country.
Among the themes covered in the campaign include the 'Nyay' scheme, women's reservation
, GST reworked, Universal Healthcare and ease in starting startups among other things.
Congress leader said the campaign places the Congress president 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," they said.