Out of focus

The National Democratic Alliance's 'India Shining' campaign may have attracted more than its share of criticism for overstating the country's achievements.

But no one can accuse the government "" and the BJP, which was the principal champion of that campaign, in particular "" of being out of synch with national sentiment following a good monsoon, booming stock markets and faster economic growth.

Nor can even the most carping detractor deny the fact that the phrase has acquired currency as a catchy quotable quote. Contrast this with the Congress's print advertising campaign that was launched last week. The look and feel are clunky and dated, the tone depressingly negative.

The intent is clear: to douse some of the 'feel-good' ardour on which the BJP is so assiduously cashing in, and focus instead on what it perceives as serious deficiencies in governance.

To be sure, the catch-line Aam admi ko kya mila? (what has the common man gained?) is a valid concern but, is this good marketing strategy?

Even ignoring those who believe that Indian elections are rarely fought on governance, surely the common man would prefer to know what the Congress has to offer rather than what the incumbent government hasn't given him.

It can be no one's case that the issues that the advertisements highlight "" unemployment, the stock market scam, US-64 "" are unimportant, and no responsible government should neglect them.

But as points to highlight in a vote-building campaign by an opposition party it is hard to see how they can galvanise the voter. The advertisement highlighting the US-64 scam is a case in point.

Below a line that reads: "Sensex reached a new high", is a photograph showing an elderly woman holding up her US-64 certificates, which are now worth so much less. Now consider what the campaign does.

First, it highlights an issue that has largely receded in public consciousness, now that the government has taken steps to stabilise things.

Second, it suggests no solutions for the hapless loser. Third, it addresses the elderly voter when the world knows that the average age of the Indian voter is under 30.

More than anything else, the advertisements serve to highlight what political commentators have pointed out for years: the Congress is short of ideas and perhaps of an ideology as well.

The tone and content of the campaign re-confirm the point that the Congress leadership has completely missed the fact that economic reform has finally acquired an irreversible political legitimacy and momentum, fuelled by a middle class that has reaped the benefits in many ways.

Certainly, poverty reduction, job creation and stability are vital issues. But it is the cliched 'feel-good' story that Indians want to hear "" the software and BPO successes that have caught global attention so compellingly, the renewed interest from foreign investors.

It requires no degree in psychology to understand that a subliminal message of hope, however ephemeral, is always more powerful than dingy realism.

Given the famous unpredictability of the Indian voter, it would be difficult to say who will rule the country after April. But in terms of marketing savvy, there's no contest right now.