Indian National Congress’s Marketing Strategies: Agencies, Tactics, and Criticisms

The Indian National Congress (INC), one of India’s oldest political parties, has long leveraged sophisticated marketing strategies to shape public perception and reinforce its political influence.

By collaborating with advertising agencies, the INC crafts compelling narratives that resonate with diverse voter bases, often employing propaganda techniques to maintain its relevance in India’s competitive political landscape. These strategies, rooted in emotional appeals, targeted messaging, and media amplification, have proven effective in several instances, as evidenced by notable campaigns and electoral outcomes.

The INC’s marketing approach is heavily influenced by the principles of propaganda, as outlined by scholars like Edward Bernays, who emphasized manipulating public opinion through psychological techniques. The party engages professional agencies to create cohesive narratives that simplify complex issues into relatable slogans and visuals. For instance, in the 2019 Lok Sabha elections, the INC hired DDB Mudra, a leading advertising agency known for its work with global brands like McDonald’s and Netflix, to spearhead its campaign. Under the creative direction of Aditya Kanthy, the agency developed the “Ab Hoga Nyay” campaign, which promised justice and economic equity through the NYAY scheme, a proposed minimum income guarantee for India’s poorest households. The campaign used emotional storytelling, with advertisements featuring relatable characters facing economic hardships, to evoke empathy and position the INC as a champion of the marginalized.

This campaign exemplifies the “plain folks” propaganda technique, where political messaging is crafted to appear aligned with the common person’s struggles. By focusing on economic inequality—a pressing issue for millions—the INC tapped into widespread voter discontent. Although the party did not win the 2019 elections, the campaign significantly boosted its vote share in states like Rajasthan and Madhya Pradesh, where it secured key assembly victories in 2018, demonstrating the narrative’s regional impact.

Another effective technique employed by the INC is “bandwagon” propaganda, which capitalizes on the fear of missing out to create a sense of collective momentum. The 2004 “Aam Aadmi ke Saath” campaign, crafted with the help of advertising firm Rediffusion, portrayed the INC as the party of the common man, contrasting it with the Bharatiya Janata Party’s (BJP) “India Shining” narrative, which was perceived as elitist. The campaign’s repetitive messaging, amplified through television, print, and rallies, created a perception of widespread support. This contributed to the INC-led United Progressive Alliance’s unexpected victory, proving the power of aligning with populist sentiments.

The INC also uses digital marketing to microtarget voters, a strategy refined by agencies like IPG Mediabrands during the 2014 elections. By analyzing voter data, the party tailored messages to specific demographics, such as youth and rural women, through social media platforms. While the INC faced defeat in 2014, its digital campaigns laid the groundwork for future successes, as seen in the 2018 Karnataka assembly elections, where targeted ads on X and Facebook boosted youth turnout in urban constituencies.

However, the INC’s reliance on propaganda techniques has drawn criticism for oversimplifying issues and prioritizing emotional manipulation over substantive policy discourse. Critics argue that campaigns like “Chowkidar Chor Hai” in 2019, while memorable, resorted to name-calling, alienating moderate voters. Despite such challenges, the INC’s marketing strategies, backed by professional agencies, remain a potent tool for narrative-building, ensuring its enduring influence in Indian politics.

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