It sounded like a strategic, well positioned heart-baring attempt after the storm had settled – when Congress vice-president Rahul Gandhi spoke to Dainik Jagran recently, he chose his words, eloquent in laying down the position of the party, allaying a sense of unease within and outside, addressing multi-faceted issues, including how sister Priyanka Vadra’s sudden visibility in public forums is part of a strategy.
Overall, he did well, in terms of setting expectations right on what his own responsibilities are, his sincerity in terms of the Congress and the nation at large; his criticism of the Bharatiya Janata Party, even the Aam Aadmi Party, for once, did not just seem hollow diatribes of the party. But then, the interview has come a tad bit late, what with much water having flowed under the bridge of Indian politics against the Congress – and Rahul. At times, it was felt that either the Congress was being just too stoic about it or that it was expecting the damages to fade with the tide of time, which actually did not happen.
Many welcomed the news that Congress roped in private players - Dentsu India, the Japanese advertising and public relations company, and Genesis Burson-Marsteller, a PR firm- to give itself a boost and bolster the image of then Congress prime-ministerial hopeful, Rahul Gandhi (Sonia Gandhi has since declared that Rahul will not be named the prime-ministerial candidate). In fact, Rahul himself has given the goahead for Dentsu India (and JWT) to handle the Congress’ Rs 500-crore advertising budget for the elections, while Genesis Burson-Marsteller has been entrusted with the job of creating a buzz for the Congress and Gandhi on social media.
Though the party’s communication department chairman Ajay Maken has denied reports that the huge sum is being given to Dentsu for Rahul’s image build-up, there are indications that this might be the case.
Whatever the case may be, if a PR make-over is not being planned, Congress has cause for concern. This aspect has already been tried and tested successfully by rivals Bharatiya Janata Party and its prime ministerial candidate Narendra Modi, and the new but significant entrant into the Indian poll block, Aam Aadmi Party.
India’s politics is full of uncertainty, factionalism and efforts to ensure that in this era of coalition politics, no one becomes too powerful for others to contain. As for the Congress, beleaguered by a weak economy, social upheavals and bickering among coalition partners, the party could not clearly focus on its successes as the main player at the Centre.
The Congress just did not have a mechanism on the ground until recently to emphasise that in spite of the economic gloom, there had been an increase in the average household consumption over two years. Statistics prove that poverty has been falling during the Congress-led UPA-II regime, wages have risen, albeit erratically, and people have shifted to superior foods.
Now, the party has apparently prepared a well-staffed “media centre” - there are researchers working real-time, wellinformed experts who train Congress leaders on what to say, wear and focus upon while participating in debates on television, press conferences and interacting with the masses. It also has a prim and proper audiovideo campaign highlighting the UPA’s achievements over the past 10 years.
According to the Economic Times, the 15 Gurudwara Rakabganj Road “war room” has been junked “in favour of a US presidential election-style backroom operation to take on Narendra Modi’s communications juggernaut in the upcoming general elections”.
The Congress must understand that the AAP’s runaway success in Delhi is only a confirmation that elections now depend not on age-old tactics, but innovative and strong strategy that reflects a well-rounded public outreach programme. Be it the Gandhi topi, or its leaders dressed like the common man or even its symbol – the broom – AAP’s door-to-door campaigns and 71 manifestos for one city brought out the connect it has with the common man.
If that was not all, AAP’s convenor and Delhi CM Arvind Kejriwal’s carefully chosen words only drive home the easy-to-believe, easy-to-relate to and realistic ‘aam aadmi’ rhetoric.
Though the Congress seems to be focused on BJP as its single rival, the party needs to take a relook at AAP. The AAP victory is not only a victory of public relations, but also some clever politicking. Kejriwal’s ‘pro common man’ pitch is only old wine in a new bottle, re-crafted to address the angst of the common man in a way that he completely associates with. It has a mass appeal that sets aside its very misuse and the empty promises by politicians.
It is also interesting to note the way AAP is able to deflect any misrepresentation and rumours around it with its social media inroads and crystal-clear positioning. When the mediasarkar.com sting operation alleged that AAP leaders were caught on camera agreeing to get things done in lieu of illegal cash donations to the party, AAP cleared its name and stand online; when Kejriwal spoke of ‘aam aadmi’ not only being the poor but also everyone who felt strongly against corruption, it went viral online.
Even Modi and Co. made themselves most heard and visible with a well-thought out media, particularly social media, campaign. In fact, Modi makes it a point to talk ‘digital’ whenever he gets a chance. Therefore, I would take what Congress spokesperson Randeep Surjewala said recently with a bit of a difference. He said recently, “Rahul Gandhi does not require any advertising agency for his image makeover. Congress functions with the strength of its ideology and that of its crores of ordinary workers. No image-building agency has been hired by the Congress party.”
Perhaps it’s rethink time for the Congress. Maybe it does not need an ad agency or maybe its ideologies are still intact, but it does need an image it can portray, given that the political arena has become quite ‘tough’ in recent times. It does need a mechanism to present the work it has done, in a manner that is transparent, long-lasting credible and positive. For, the name of the game is to stay ahead and not be just another competitor.
Feedback: abatra@exchange4media.com
