Every party is using the aggressive advertisement campaign mode to fire barbs at each other in poll-bound Haryana. Money is flowing like water on ad campaigns on social media and hiring stars to woo the voters.
Former Chief Minister Om Parkash Chautala-led INLD, which is eyeing a comeback after a decade in the state, released a music video featuring rap singer Honey Singh, who is very popular amongst youth, to attract young voters in the state.
The party has been targeting Bhupinder Singh Hooda-led Congress over alleged Change of Land Use (CLU) scams, unemployment, corruption, law and order situation in the state. In its spoofs, the party has also hit out the Congress government's "Haryana No 1" slogan.
In an apparent attack on the Hooda-led government, with the chief minister Hooda often preferring pink color for headgears, the INLD is carrying the punchline slogan "10 Saalo se Golibaazo ki Gulabi Gang Sarkaar", in its rallies and in other publicity material.
The ruling Congress, which is eyeing for a come back in the state for the third consecutive time, is also going all guns blazing at rivals INLD and BJP though ad campaigns.
The advertisements issued by the state unit of the Congress have been using the term "Tihar Gang" against INLD, in an apparent reference to conviction of its OP Chautala in the junior basic trained teachers' case. "Haryana ko Tihar Gang se bachana hai," say the advertisements of the Congress.
Congress is highlighting the development work undertaken by Hooda government during the last ten years with its slogan 'Sach Ko Jaano Sach Ko Pehchaano, Congress Sarkar Teesri Baar'.
The party is reminding the voters of the time "when ransom was sought from jails, a reign of terror persisted, industry was shifting from the state."
To target its arch rival BJP the party has come up with spoofs, taking a dig at the Narendra Modi government over price rise, hitting out at the hollow promises of Ache Din that BJP made before Lok Sabha polls.
The BJP which is contesting on all 90 assembly seats on its own for the first time, has also launched an aggressive campaign against rivals INLD and Congress. The party is projecting itself as the only viable alternative to both the ruling Congress and INLD.
Seeking a clear mandate from people, BJP's advertisements hit out at Congress government over alleged land scams, unemployment amongst other issues. Relying over the party's star campainer Narendra Modi the party constantly using its 'Shasak Chodho, Sevak Lao', 'Badlein Haryana Ke Halat, Chalo Chalein Modi Ke Sath' campaigns.
Complaints lodged against parties
Several complaints against parties have also been lodged for splurging money like anything. A PIL was filed in the Chandigarh High Court to challenge the release of taxpayers' money to the tune of Rs 100 crore on ad campaigning by Hooda Government.
Even expenditure of other political parties are also under scrutiny.
Will these campaigns help?
Almost every party into poll fray is splurging money, but a pertinent question arises if this will help the parties win the polls? Well, the answer is ad campaigns do make a difference for the parties but relying only on ad campaigns and ignoring the booth level campaign will not help the parties.
Also, making allegations and counter allegations will also not affect the voters these days. In today's world no candidate will get votes unless and until he/she has a credibility no matter how much money a party spends. And one can not build his/her credibility unless he/she reaches out to the voters. Moreover, the party's performance in the past also plays a crucial role in its candidate's victory.
Hence, depending on mere ad campaigns is not going to help any party. The sooner these parties understand the fact that their good track record and their candidates' clean image in the minds of voters which helps it win the polls, the better it is.