Battle Of Billboards: Congress, BJP, And AAP Fight It Out In Delhi

Riding on the public sentiment post India Against Corruption movement, Aam Aadmi Party (AAP) went to polls in 2014 with a strong and robust volunteer base and strategy. On the other hand, BJP was running a ruthless campaign with the then Prime Ministerial candidate Narendra Modi as its poster boy.

Before 2014, Delhi witnessed a tough contest between the two national parties, BJP and Congress. However, the latter¡¯s struggle with corruption charges and rise of Arvind Kejriwal made it a three-way competition in the national capital for the first time.

The election was being fought on social media to woo the young voter who had jumped into political space following the IAC movement. Corruption became the burning issue on which the votes were being sought.

The change in wind

Five years down the line, things appear to have changed a lot. The issues that were on the priority list have now taken a backseat. While AAP has made Delhi statehood their prime concern, Congress is spreading the message of ¡®Nyay¡¯ - the idea of providing basic income to 50 lakh poorest families of India.

The Rafale conundrum and leaked unemployment data by NSSO seemed to have put the ruling BJP on back foot. However, things took a sudden turn on February 14 as a terrorist attack in Jammu and Kashmir¡¯s Pulwama claimed lives of over 40 security personnel.

The subsequent airstrikes by Indian Air Force in Pakistan¡¯s Balakot brought the issue of national security and terrorism on the fore. BJP and PM Narendra Modi, were now ready to take on the opposition as the narrative shifted.

Concerted campaign

As you walk move towards West Delhi from Connaught Place, a huge billboard sporting photograph of Congress President Rahul Gandhi greets you. The words ¡®Ab Hoga Nyay¡¯ talk about the party¡¯s promise of providing universal basic income to 50 lakh poorest Indian families.

However, the message seems to fail in striking the right chord. For Rahul Singh, a 23-year-old from Delhi¡¯s Kirti Nagar, the idea of ¡®Nyay¡¯ is as impractical as it is confusing.

¡°How will they give money to so many people for free? It will only put burden on taxpayers. Also, an issue like this is not relevant for those living in Delhi. We have other issues that need attention like unemployment, pollution, women security, etc.¡±

Ranbir Singh, Youth Congress Assembly President from Nangloi Jat says ¡°demonitisation destroyed the cash economy and pushed more people into poverty. There is a huge section of people in Delhi who will be benefited by this scheme and other policies of the Congress party.¡±

Delhi Chief Minister Arvind Kejriwal also raised the statehood issue as Lok Sabha elections neared. His constant tussle with the Lieutenant Governor made the party to claim that the sole solution of all problems is full statehood.

¡°Why are they not talking about Lokpal now?¡± asks 30-year-old Prashant Gupta, a business owner in Patel Nagar.

However, for others, AAP¡¯s work speaks for itself. ¡°They have worked on education and health. I think we should give them another chance because of their clean image and different style of politics,¡± adds Gautam Wadhwa, resident of Moti Nagar.

The national security debate

¡°Certainly, we are talking about terrorism and national security because these are crucial issues at this point. We want to create a new India which is strong and does not shy away from responding to the threats. But, our agenda has always been development and we stand by it,¡± says Veena Virmani, BJP corporator and standing committee chairman of NDMC when asked about the party¡¯s billboards focusing primarily on national security.

Huge BJP billboards stirring the nationalism and security debate with slogans like "Aatankwadiyon ko muhtod jawaab" (Befitting reply to terrorists) and "Jeetega desh, haarega aatankwaad" (Victory to country, defeat to terrorism), alongside PM Modi's face, are hard to miss.

PM Modi also faced criticism after statement in Latur asking the first time voters to dedicate their vote for Pulwama martyrs. However, for the BJP, it is Congress campaign which the voters will reject.

¡°They are talking about 'Nyay' now. Does that mean they were not doing 'Nyay' for the poor Indians before? They have been in power for 70 years and now they talk about helping the poor. BJP, on the other hand, has provided all the basic facilities to the poor and has done real justice to them,¡± Virmani adds.

With polling scheduled in Delhi on May 12, it can be expected that all the parties will intensify their campaign in the coming days adding more issues to their list. For now, they seem to have found a starting point. Will it attract the young voters in Delhi will remain a question.

Namit Hans is a Delhi-based Freelance Journalist.