The week before Karnataka goes to polls, the front pages of newspapers have become battle grounds for the Bharatiya Janata Party and the Congress. The two parties began by placing ads about assurances from their manifestos but then moved on to criticising each other.
While the Congress came up with a catchy Kannada expression to target the Modi government, the BJP responded by invoking terrorism, Dalit rights, and the bogey of ‘love jihad’ over Neha Hiremath’s murder.
The BJP’s first ad on April 17 was about “Modi’s guarantee”, promising free ration for the next five years, and schemes for farmers, women, youth, the middle class, labourers, senior citizens, and marginalised communities. In all, it had over 30 assurances from its manifesto under 12 headings. This ad appeared both in English and Kannada dailies that have editions in the state, but it did not feature the images or names of any party leader from Karnataka.
Under the slogan “Karnataka’s Progress, Our Guarantee'', the Congress featured promises from its manifesto along with the images of national leaders Mallikarjun Kharge and Rahul Gandhi, and state leaders Siddaramaiah and DK Shivakumar.
In contrast to the BJP, the Congress ad was simple. It spoke only of the minimum wage guarantee, the legalisation of MSP, the apprenticeship for education youth, universal health insurance, and Rs 1 lakh every year for women. This ad too was placed in English and Kannada dailies in the state.
In round two, it was gloves off.
On April 19, the front pages of both English and Kannada dailies had a large image of a “chombu” (a vessel for holding water) along with the slogan, “The Modi govts contribution to Karnataka: chombu!” The Kannada expression “giving chombu to someone” means that the receiver did not actually get anything. In the Kannada ad, the Congress accused the Modi government of failing to deposit Rs 15 lakh to people’s bank accounts, doubling farmers incomes, releasing flood and drought relief, and tax devolution.
Again, the Congress brought in a local flavour by projecting the BJP as against Kannadiga interests, with the slogan, “Let's give the BJP a chombu in these elections. Vote for congress to protect the interests of the Kannadigas”.