Congress launches audio-visual campaign

As a prelude to the upcoming 2009 Lok Sabha elections, the Congress party today launched its audio-visual campaign, unveiling three one-minute films made by the Mumbai-based Percept Picture Company. Digvijay Singh, member of the party’s campaign committee, said seven more films will be launched shortly.

All the three films are based on Congress’ theme song for the 2009 polls — Jai Ho — from the internationally acclaimed film Slumdog Millionaire. Congress recently bought the music rights of the song through Percept Picture Company soon after the song won an award at this year’s Oscars. Percept had procured the exclusive rights of the song, for which music director AR Rahman and lyricist Gulzar got an Oscar, from T-Series to use it in the Congress’ election campaign.

“The aim was to produce three films which brings out the spirit of India by bringing forth the work Congress has done for improving the life of aam aadmi,” Shailendra Singh, joint managing director, Percept Limited, said, adding, “Jai Ho with its recall value is about celebrating the common man at the same time as bringing out Congress’ legacy.”

The one-minute films, which will be aired across TV channels, aim to show how the Congress has helped the aam aadmi throughout the history of independent India. The films also touch upon the legacy of the Congress and speak of the achievements of the Congress-led United Progressive Alliance (UPA). Congress’ own version of Jai Ho with political lyrics is played throughout the video as the background anthem.

While the first set of films, will be telecast in visual media, featuring Congress president Sonia Gandhi and Prime Minister Manmohan Singh, the star general secretary of the party, Rahul Gandhi does not appear in these films. Digvijay Singh indicated among the next set of seven films, some will be exclusively dedicated to the young Gandhi, the party’s star campaigner.

The three films also have clips of all Congress prime ministers except Narasimha Rao, who led the coalition government from 1991 to 1996.

The campaign will be extended to radio as well. “The next set of films will be made as and when the Congress decides, depending on the reaction the first three films evoke,” Shailendra Singh added.