Click to play videoNew Delhi: The Bharatiya Janata Party (BJP) is fine-tuning its own anthem to take on the Congress' Jai Ho… jingle.
Having burnt its fingers once in 2004 with the India Shining campaign, the saffron brigade is being extra cautious.
The BJP poll-advertisement jingles draws on veteran BJP leader Atal Bihari Vajpayee’s legacy.
The BJP anthem is not self congratulatory like its failed version in 2004. This one reaches out to people, projecting a decisive leadership to take on Congress' aam admi campaign. It chooses not to hit out directly at the Congress on issue like terror.
BJP leader Venkaiah Naidu said of the rival Congress party, “Let us see the commitment that they have given to the people earlier. They have not been able to implement it. Then who is going to believe their commitment now?”
But BJP’s own campaign too seems similar to the Congress one.
While the Congress party patented the Jai Ho tune, the BJP seems to have borrowed heavily from A R Rahman's version of Vande Mataram. Also, there is a clear attempt to project a collective leadership as one sees images of major BJP bigwigs, succeeded by images of BJP allies and common folks representative of the nation’s population.
It is clearly an effort for an image makeover, a move to reach out to the different sections of the society, both urban and rural. It also touches upon the minorities.
In fact, BJP’s advertisement also shows the images of minorities along with the chief minister of Gujarat, Narendra Modi.
The MD of Eutopia, Nishit Sharan said that the brief was specific. “The party leaders believe that this election is an election for nation building,” Sharan said.
The proposed advertisement for the poll campaign has been put into a CD format and has been sent to the Election Commission for approval.
After the Varun Gandhi episode, the BJP is being extra cautious. It does not want any glitches while playing this CD out.
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