Test

Guidelines:

• Don’t exceed the word limit

By analysing different news media platforms – newspapers, TV, digital media, write a note
on BJP’s and INC’s ongoing campaign/campaign strategy in Rajasthan (separately in not
more than 800-900 words).

Election of 200 member seats of Rajasthan legislative assembly is fast approaching and two main
party BJP and INC are doing their best to win people’s trust and support.
Let us discuss the strategies and campaigns of both the parties in details.

BJP

Learning from the recent loss in Karnataka, BJP is likely to focus less on National / core issues
like Hindutva and Nationalism. It’s main strategy is to make crime and corruption its
campaign centerpiece.

1. Nahi sahega Rajasthan

They plan to:

i. Highlight “Poor law and order” targeting women and Dalit voters in particular

ii. Organise FIR CAMPS in villages and conduct ‘jan sunwai adalat’ to woe the
“poor and helpless people”

iii. Thali bajao protests for women

iv. Tulsi Plant distribution along with a letter citing PM’s work for people in last 9
years.

v. BJP Morcha members (Women’s wing) to send Rakhis to Army men to connect
with women constituencies.

vi. Bike rallies to highlight unemployment.

vii. Target youth with protests against Paper leak scam linking it with “rising
unemployment”
 2. Parivartan Yatra
This Yatra is scheduled from 2nd September to 25th September 2023 and has been planned
to highlight anti incumbency in the current govt. It will commence from 4 different areas
flagged off by top national leaders. This yatra will cover all 200 constituencies and will
conclude on 25th sept at Jaipur with a rally addressed by PM Modi.

3. To highlight the issue corruption, ‘Lal Diary’ will figure prominently in their campaign

4. ED raids may also rise on Congress leaders in the state as the election season heats up.
Leaders close to CM including his family may also be targeted to raise the issue of
corruption. They raised slogan “85% commission sarkaar”. Such slogans worked very well
for Congress in Karnataka to overthrow the BJP government.

5. BJP doesn’t want to bring up Hindutva in a major way as it has backfired in recent
Karnataka election.

6. Considering infighting in BJP and Vasundhara having been sidelined, BJP to fight on
Modi’s face.

7. BJP to bring up double engine model which is PM Modi’s favourite election plank in state
battles.

8. BJP has adopted ABCD model and has segregated 19 weak seats and 50 strong seats. They
are likely to declare candidates early for these weak seats.

9. BJP is also trying to ensure that BSP fights on all seats to cut in to Congress’ votes
especially Dalits. AIMIM and AAP may also play a role if they fight

Indian National Congress

Congress’s strategy is to focus on new welfare schemes + guarantees like the ones it gave in
Karnataka. Some of the recent schemes which seem popular are –

• Free mobile phone yojana to women with 3 years of free internet (Indira Gandhi smart phone
yojana)

Rahat Mehangayee Camp

• Indira Gandhi Gas Cylinder Subsidy Scheme ( Rs.500/ cylinder/month)

• Chief Minister free electricity scheme (domestic)- free electricity to every household upto 100/-
unit per month.

• Mukhyamantri nishulk krishi bijlee yojana- free electricity to farmers upto 2000/- unit per month
• Mukhyamantri nishulk Annapurna food packet scheme- monthly free food packet to be
distributed.

• Mukhyamantri grameen guarantee yojana- guaranteed employement in rural area for 125 days.

• Indira Gandhi shehri rozgar yojana- guaranteed employement in urban area for 125 days.

• Samajik suraksha pension Yojana-minimum pension of Rs. 1000/- per month to eligible people.

• Mukhyamantri kamdhenu pashu Bima yojana-free insurance cover of Rs. 40000/- per animal.

• Mukhyamantri chiranjeevi suvasth Bima yojana- free of cost treatment up to 25,00,000/-

• Mukhyamantri chiranjeevi durgatna bima Yojana- financial assistance upto 1,00,000/- in case of
accident.

The party has taken lessons from its victory in Karnataka and wants to keep the campaign focused
on local issues related to the state government i.e. its welfare schemes and five year report card.
BJP will try to make it a fight between Modi and Gehlot, Congress will aim to undercut that
narrative and clarify that it’s an election for CM and not PM.

To overcome anti incumbency and the negative impact of the Gehlot-Pilot tussle, Congress is
trying to change a large number of candidates and give tickets to young-new faces. MLAs over the
age of 70 may be asked to bow out in dignified manner to create space for fresh blood. To keep
them on its side, they may be offered tickets for their kin if they are found suitable. The attempt
will also be to not give tickets to leaders considered to be in Pilot camp.

Congress is smartly trying to make inflation an issue by organising Mehngayee Rahat Camps and
dent Modi’s image since he will be the face of the BJP campaign in election.

Gehlot govt is trying to strike the right caste balance by forming welfare and development boards,
most of which are caste and community based.

Congress is also trying to project a confident image of the government by launching Mission 2030
where the aim is to make Rajasthan one of the leading states in the country in all sectors by 2030.
Government has invited suggestions from stakeholders of different sectors. Toll free number,
online portal, essay competition and face to face survey will be conducted to collect suggestions
from public.

List of top 5 things the Rajasthan BJP has been saying against CM Ashok Gehlot and his
government.

1. Lal diary is being raised constantly by BJP which according to them contains all the black
deeds and corruption worth crores.
 2. Gehlot is responsible for deteriorating law and order situation in the state.

3. Gehlot is not letting the benefits of central schemes reach people of Rajasthan.

4. Gehlot had promised to waive farmer loans but he hasn’t fulfilled it.

5. The entire party and the government is fighting among themselves over the last four years.

Name the important digital news media platforms, newspapers, TV channels and prominent
journalists of Rajasthan?

Digital Media Platforms

Newspaper
• Dainik Bhaskar
• Rajasthan Patrika
• Pratahkal
• Dainik Navjyoti
• Nafa Nuksan
• The Hindustan Times
• Times of India
• Navbharat times

TV Channels
• First India news Rajasthan
• India news Rajasthan
• News 18 Rajasthan
• Patrika TV Rajasthan
• Zee Rajasthan
• ETV Rajasthan
• Samachar Plus Rajasthan
• AIR jaipur
• DD Rajasthan

Radio Channels
• My FM
• Radio mirchi
• Red 93.5 FM
• Radio City
• AIR
Journalists
• LP Pant
• Sharad Kumar

Website
• Dainik Bhaskar

Twitter
• @Rajasthanitweet
• @8pmnocm

Tell us about yourself and your professional journey so far? What are your career goals?
(500 words)

My self Anjum Liyaquat. I have 10 Plus years of experience in Marketing and communication and
Strategy planning.

I have handled numerous clients and have brought good brand positioning and business to the firm
I am currently working for.

I have master’s and PG diploma ‘degree’ in communications from reputed institute and University
(The Delhi School of Communication)

My command over English and Hindi language is very good. I have worked for clients like Hitachi,
Max Bupa, Sonalika Tractors, Aircel, Fun foods, Lakshmi foods, Lays and Pepsi and many more.

I believe in challenges and that makes me going, gives me a hit to work even better. I am a fast
learner and believes that every Human you come across teaches you something and that’s why I
keep my senses wide open to grasp new things and keep myself updated.

I have an experience of handling more than 25 employees under me. I am capable of managing
them, motivating them.

I started my career as a client servicing executive from Bates 141, a sister concern of Ogilvy and
Mather. I was the point of communication for clients like Hitachi, Max Bupa, Mederma Cream.

After that, I shifted to percept H and handled clients like Sonalika tractors, Lakshmi foods,
Congress Uttarakhand Assembly elections.

My forte in both the Ad agencies was communication, brief writing- describing my target
audiences, swot analysis of market and importantly coming up with one liners on which the entire
campaign would be designed. I was know for my one liners.
I then shifted to Rajasthan and started my own Event Management company by the name Ayojan
Makers where I handled several big clients and designed many wedding and corporate events.
Later, I moved out handing everything to my husband cum partner. The company now focuses on
corporate events and handles clients like Vedanta, wonder cement, HZL, Milwaukee tools, Rupital
Finances. Here I learnt to manage and execute things from scratch with zero compromise on quality
and timely delivery.

I then shifted to stone industry and handled national and international exhibitions and looked after
the entire export market and strategic planning to expand business.

Currently, I am working as a strategic and business planner in a horticulture firm. I look after the
entire India distribution of Rajasthan grown Agri products. I have 21 offices under me across India.

My career has fortunately been in different fields and sectors which has widened my perspective,
knowledge and experience.

My goal now is to research-strategise in politics-election and at govt levels for which I am sure I
have the passion, knowledge and enthusiasm.