04-09-2007, 12:02 AM
Details on BJP campaign...
BJP sensed it in the air, went for the kill
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But in 2006, the court-driven demolitions and sealings began to make Congress look vulnerable. And then the incessant price rise, urban issues like rising home loan rates and UPA government's alleged "soft approach" to terrorism began to gain traction. Internal surveys commissioned by BJP confirmed this, and, in fact, sealings slipped to seven in the ranking of issues uppermost on the minds of people.
BJP also understood the value of planning. Senior leaders like Sushma Swaraj handed out tips to candidates. Former Union minister Arun Jaitley was part of the brains trust and played a key role in campaign strategy. Equations amongst Delhi leaders were worked out with V K Malhotra heading the campaign committee.
The ticket distribution was carried out in a systematic manner. Gauging the importance of Purvanchali voters, not only did BJP field a whole range of them from Bihar deputy chief minister Sushil Modi, Shatrughan Sinha and Ravi Shankar Prasad, it also fielded 32 candidates. It broadly stuck to its promise of giving "clean candidates and women" a chance. There was no last-minute rush to decide on candidates. The party spread the decision-making process over three days.
Traditionally, municipal election should have centred around local issues like sanitation, desiltation of drains and property tax-like issues. But this time, BJP's strategic shift to inflation, crime graph and terrorism changed the rules of engagement. With sealings and demolitions, BJP got readymade people-related poll issues. However, it took the municipal elections to a different level as its radio spots spoke of the dithering over hanging of Parliament-attack accused Mohammed Afzal.
Candidates were advised not to use loudspeakers and asked to cover each household twice. Special campaign CDs, complete with popular Bollywood songs adapted to BJP's slogans, were brought out. The party spots on FM radio channels were particularly effectively â with the catchline "Delhi gul ya Congress gul" working to the Opposition's favour.
Not just this, the written campaign material, pamphlets and booklets reached each household a week in advance with voter slips pasted on them. Senior leaders emphasised the need for booth strengthening.
This helped the party break new ground. Karol Bagh, Outer Delhi and East Delhi parliamentary seats, where BJP usually does not do well, it has swept this time. With the Assembly elections slated for next year, the party can capitalise on its gains in the municipal corporation. It can ride high on anti-incumbency against the Delhi government and the Centre.<!--QuoteEnd--><!--QuoteEEnd-->
BJP sensed it in the air, went for the kill
<!--QuoteBegin-->QUOTE<!--QuoteEBegin-->...
...
But in 2006, the court-driven demolitions and sealings began to make Congress look vulnerable. And then the incessant price rise, urban issues like rising home loan rates and UPA government's alleged "soft approach" to terrorism began to gain traction. Internal surveys commissioned by BJP confirmed this, and, in fact, sealings slipped to seven in the ranking of issues uppermost on the minds of people.
BJP also understood the value of planning. Senior leaders like Sushma Swaraj handed out tips to candidates. Former Union minister Arun Jaitley was part of the brains trust and played a key role in campaign strategy. Equations amongst Delhi leaders were worked out with V K Malhotra heading the campaign committee.
The ticket distribution was carried out in a systematic manner. Gauging the importance of Purvanchali voters, not only did BJP field a whole range of them from Bihar deputy chief minister Sushil Modi, Shatrughan Sinha and Ravi Shankar Prasad, it also fielded 32 candidates. It broadly stuck to its promise of giving "clean candidates and women" a chance. There was no last-minute rush to decide on candidates. The party spread the decision-making process over three days.
Traditionally, municipal election should have centred around local issues like sanitation, desiltation of drains and property tax-like issues. But this time, BJP's strategic shift to inflation, crime graph and terrorism changed the rules of engagement. With sealings and demolitions, BJP got readymade people-related poll issues. However, it took the municipal elections to a different level as its radio spots spoke of the dithering over hanging of Parliament-attack accused Mohammed Afzal.
Candidates were advised not to use loudspeakers and asked to cover each household twice. Special campaign CDs, complete with popular Bollywood songs adapted to BJP's slogans, were brought out. The party spots on FM radio channels were particularly effectively â with the catchline "Delhi gul ya Congress gul" working to the Opposition's favour.
Not just this, the written campaign material, pamphlets and booklets reached each household a week in advance with voter slips pasted on them. Senior leaders emphasised the need for booth strengthening.
This helped the party break new ground. Karol Bagh, Outer Delhi and East Delhi parliamentary seats, where BJP usually does not do well, it has swept this time. With the Assembly elections slated for next year, the party can capitalise on its gains in the municipal corporation. It can ride high on anti-incumbency against the Delhi government and the Centre.<!--QuoteEnd--><!--QuoteEEnd-->