The Kerala Pradesh Congress Committee President & opposition leader led the statewide political yatra called 'Samaragni,' before the 2024 parliament elections. The campaign aimed at exposing the misrule of both central and state governments.
Do political parties actually deliver on the promises in their manifestos? This is rarely debated during elections. Most voters focus on recent political, religious, and social issues, often overlooking unfulfilled promises. This short memory among the public gives political parties the confidence to repeat their empty pledges. This insight motivated us to compile a list of all such false promises and present them using satire in our campaign targeting LDF and BJP asking them 'LDF enthu urappaaki?' and 'BJP enthu urappaaki?' The campaigns poked fun at the false promises of BJP & LDF reminding the public of a long list of unfulfilled promises by both parties.
We conceptualised the Samaragni Yatra with a series of hard-hitting questions exposing the hollowness in the promises made by the opposition parties—promises in the 'Urappanu LDF' slogans launched by the LDF and the 'Modi's Guarantee' ads by the BJP.
The multimedia campaign included 10 digital films, 200 billboards, a social media campaign, and two theme songs.
The campaign became a huge success, infusing energy into the moribund party workers and reminding the public at large about the false promises of both the LDF government and the BJP.
