The political landscape in the national capital is buzzing with varying campaign strategies from the major parties including BJP, Congress, and AAP, each meticulously tailoring their messaging to target specific demographics.
While the city’s civic issues remain at the forefront, the narrative each party constructs is playing a crucial role in influencing voter behaviour.
The Aam Admi Party (AAP), led by former chief minister Arvind Kejriwal, has primarily focused its campaign on promises of continued good governance, free electricity, and clean water. AAP’s messaging is particularly geared towards the urban middle class, lower-income families, and young voters who see the party as a beacon of change.
The party emphasizes the ‘Delhi model’ of governance, showcasing its work on education and healthcare reforms. It is also using its grassroots engagement, leveraging door-to-door campaigns and community connect programmes to maintain a close bond with voters.
Amid the campaigns, AAP has come up with many schemes including, Mahila Samman Yojana, Sanjivini scheme, Scheme for Auto Drivers, and Pujari Granthi Samman Yojana among others.
On the other hand, the Bharatiya Janata Party (BJP) has shifted its focus towards nationalistic sentiments and law-and-order issues. Under the leadership of Vijendra Sachdeva in Delhi, BJP’s messaging is centered around security, infrastructure development, and the assertion of strong governance.
Recently, Delhi BJP president Virendra Sachdeva and MP Yogendra Chandolia visited the JJ Cluster area of Bawana and showcased the grim state of the Central Government constructed flats. They strongly criticized the Kejriwal government for wasting public money.
BJP strategically links local issues with national concerns, focusing on the central government’s schemes like the Delhi development model, and portraying AAP’s governance as inadequate in comparison.
Party’s core voter base includes the middle class, traders, and those who prioritize national security and a stronger central presence. The party has also increased its use of social media to counter AAP’s narrative and appeal to urban voters, especially through digital ads and targeted messages.
Meanwhile, the party has released its manifesto in which they have offered several schemes including Rs 2500 per month for women from low income families, Rs10 lakh health cover for medical treatments for senior citizens/poor families, and Pension for senior citizens will be increased from Rs 2000 to Rs 2500, and pension of senior citizens above 70 from Rs 2500 to Rs 3000 among others.
Amid the efforts of two major parties of which one is in power in the centre while other is fighting to remain in power, the Indian National Congress (INC) is struggling to regain its ground in Delhi.
The party has been trying to project itself as a party of unity and stability. Congress has largely focused on presenting itself as an alternative to both AAP and BJP by capitalizing on disillusionment with the two dominant parties. Congress’s campaign targets the urban poor, farmers, and minority communities, highlighting issues of job security, poverty alleviation, and welfare schemes.
The party’s strategy involves evoking nostalgia for its past tenure in Delhi, attempting to tap into the older electorate who might recall its governance during the 1990s and early 2000s. Each party’s campaign strategies reflect a deep understanding of Delhi’s diverse voter base. From appealing to the youth’s desire for education and jobs, to stressing on nationalistic pride and law and order, the different narratives are crafted to resonate with specific segments of the electorate. As these strategies unfold, the political battle in Delhi promises to be fiercely contested, with each party vying for the trust and support of the city’s varied demographics.
