2.4.09

BJP's taking the tech route


The BJP is planning to step up its Lok Sabha campaign by combining a personal contact programme through emails and SMSs with an advertising blitz targeting UPA’s “non-performance” while rolling out its promises, touching everyday aspects like security, better infrastructure and services. Having taken on Congress’s somewhat triumphalist “Jai ho” campaign through its “Bhay ho” parody, BJP is looking to marshal statistics and visuals to argue that development projects have slowed down, farm distress is unmitigated and threat of terrorism undiminished. BJP will question UPA initiatives like the farm loan waiver which it says is hardly being referred to by the government itself. The web-bases campaign has modest targets but is perhaps the most interesting part of the party’s poll efforts. It begins by hoping to enrol a lakh of volunteers online in addition to some 40,000 who have signed up. Those who sign up will be asked to organise small neighbourhood or drawing room discussions on politics and will be provided videos and presentations by the BJP. The attempt to reach voters who usually do not turn up at polling booths is driven by an estimate that many of them might share BJP’s vision for a strong Centre and a “nationalist” approach to security that includes “hard” views on anti-terror laws and illegal infiltration. These groups could motivate people to shed both their cynicism and lethargy to actually go to the polling stations. Party sources said this would be accompanied by a massive SMS campaign which hopes to ultimately reach 10 crore voters. BJP managers claim that with this campaign is now a must. They agreed that the party was looking forward to a sustained effort by Sangh organisations to reach and motive both the faithful and sympathisers. The RSS-backed contact programme would be a key aspect for BJP as the organisation’s new chief Mohan Bhagwat made it clear that the Sangh must pool all its energies for the L K Advani campaign. The BJP’s print campaign will focus on spelling out its programme which is expected to be replete with feel-good offers like targeted schemes for girl children, cheap foodgrain, lower farm loan rates and several sops for the urban voter. close to half the voting population connected by mobiles.

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