A photograph of the BJP's prime ministerial candidate addressing a meeting in Mehsana in February 2011 with the phrase emblazoned behind him surfaced on internet soon after Congress released the advertisement.
Dentsu India, the agency that created the ad, refused to comment, due to a confidentiality clause in its contract. It had won a Rs500-crore contract, along with JWT, for this campaign, which was supposed to project Rahul as a 'people's politician'
This goof-up gave BJP an opportunity to attack Congress. "They (the Congress) are copycats. They are in desperation and are ready to go to any extent", said Yaswanth Sinha, senior BJP leader.
"The discourse over the past six months evidences that the BJP's prime ministerial aspirant has an ostensible proprietary right over the words 'I, me, myself', while the partnership that has transformed the country over the past 10 years provides the Congress and the UPA a legitimate claim over the word 'we'", said Manish Tewari, defending the party.
"The slogan is not anyone's parental property", said Shoba Oza, Congress spokesperson.