Top Story


Home >> Advertising >> Article

2017 elections fever heats up: SP govt gets aggressive on achievements relay

Font Size   16
2017 elections fever heats up: SP govt gets aggressive on achievements relay

With the Uttar Pradesh Assembly Elections fast approaching, political parties have initiated the process of targeting each other on social media. The Congress, which recently appointed Raj Babbar to head its electoral campaign in Uttar Pradesh, has begun attacking the incumbent Samajwadi Party (SP) government through the hashtag “27 Saal UP Behaal.”

The slogan is significant as it does not merely point fingers at UP CM Akhilesh Yadav’s government but instead indicates that previous governments led by Bharatiya Janata Party (BJP) and Bahujan Samaj Party (BSP) also failed to deliver.

The BJP which is considered to be an effective user of social media platforms has also utilized hashtags like “10 Saal UP Behaal” to criticize its competitors. Having bagged over 70 seats from Uttar Pradesh during the 2014 General Elections, the BJP would certainly leave no stone unturned to push others on the back foot as far as the war on social media is concerned. 

However, the Information & Public Relation Department of the Uttar Pradesh Government appears to be working overtime to fine tune the image of the government before the elections. In a series of advertisements, the department has made a bold attempt at projecting the achievements of Yadav’s government. Countering Congress’ charge of “27 Saal UP Behaal”, an advertisement published by UP government claimed that “Bijli ke liye jo na hua pichle chalees varsho mein usse bhi adhik kar dikhaya humne char varsho mein (SP government did for electricity in four years what could not be done in forty years.)”

The government proudly boasted that there was 24 hour electricity supply in the KAVAL towns of Kapur, Agra, Varanasi, Allahabad and Lucknow. It also said that availability of electricity in other areas had gone up and was somewhere between 14-20 hours. In a clear attempt of taking on Prime Minister Narendra Modi’s pet project of Swachh Bharat Abhiyaan, the Uttar Pradesh government published an ad advocating the notion of “Clean UP, Green UP.”

The advertisement projected the state as “Umeedon Ka Pradesh (State of aspirations)” and carried a scanned copy of the certificate awarded to it by Guinness Book of World Records for undertaking the “largest distribution of saplings across multiple locations” on November 7, 2015.

In yet another advertisement, the government publicized the award of “Best Indian State in empowering youth through skill development” which was bestowed on it by Europe-India Foundation for Excellence. Through such publicity, the SP government is cleverly trying to appropriate initiatives largely aligned with the agenda of the central government.

It somehow tends to present the impression that Yadav has been more successful at spearheading skill development and green endeavours than Modi. That is precisely why slogans like “Sarvashreshtha Pradesh, Uttar Pradesh” are being published next to an image of Yadav who is all set to be the face of SP in 2017.      

While Yadav’s government was sharply attacked on social media through the slogan “Jhoothe the inke vaade, khooni hain naye iraade (their promises were lies, their intentions are bloodthirsty),” they chose to negate the charge by publishing an advertisement on the inauguration of an RTI Bhawan in Lucknow. The said advertisement spoke of the government fulfilling the promises made to the people with the slogan “Janta ki seva mein samarpit har dum, ummedon pe khare utre hai hum (Always committed to the service of the people, we have not let the people down).”

Though Samajwadi Party is often accused of Muslim appeasement with their supremo Mulayam Singh Yadav referred to as “Maulana Mulayam”, this time around the SP government is trying to strike a balance between Hindus and Muslims. While on one hand the government is making efforts to reach out to the Muslims by printing advertisements in Urdu, Hindu sensibilities are also being taken care of.

An advertisement published by UP government last month talked about the cleaning of holy rivers and making Gangajal available on the banks of river Yamuna in Vrindavan, among other things.

With over 400 seats up for grabs in the Assembly Elections next year, one can only expect the information war to intensify in UP as political parties go all out to woo voters in a state dominated by complex caste and community arithmetic. 

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Latestly focuses on all latest and breaking events across the globe, providing information on trend related stories across genres

As part of this re-imagined approach Star India will broadcast live matches in six different languages with an aim to target 700 million viewers across TV and Digital.

Rahul Johri, CEO, Board of Control for Cricket in India (BCCI), spoke about the upcoming season of IPL and with Star India’s re-imagine approach, he made assured that this year will be a kickass seas...