It is now Congress's turn to scrutinise their varying fortunes and make amends.

It is now Congress's turn to scrutinise their varying fortunes and make amends.

A couple of days ago, I wrote about the hits and misses of the BJP's performance in the recently concluded General Elections of 2024. Today, I find myself reflecting on the performance of the Indian National Congress (INC). This election has been a rollercoaster for the party, marked by commendable successes and notable failures. From my vantage point as a keen observer of political space, analysing their communication approach provides valuable insights into what they did right and where they fell short.

Let's look at what worked for them and what did not.

One of the most striking improvements in the Congress's strategy was its enhanced digital presence. The party finally embraced the power of social media platforms, engaging with younger audiences more effectively. Their creative use of hashtags, memes, and viral content significantly amplified their reach. Their humorous and sarcastic campaigns saw massive engagement, reflecting a savvy understanding of the digital landscape. The frequent live sessions, interactive Q&A segments, and behind-the-scenes glimpses provided a more relatable and transparent image of the party (unlike the BJP's closed, one-sided communication), which resonated well with the youth.

The Congress Party's shift towards localised messaging was a game-changer. Addressing regional issues in local languages resonated more with diverse voter bases across India. This strategy helped them gain traction in states where local concerns are paramount, showing they had learned from past mistakes. For example, in Maharashtra, the Congress highlighted issues like farmer suicides and water scarcity in their regional dialects, making their campaign more relevant and impactful. This tailored approach ensured that the voters felt heard and valued rather than subjected to a one-size-fits-all national narrative.

Congress's consistent focus on pressing issues such as unemployment, farmer distress, and socioeconomic imbalance struck a chord with many voters. Their dedication to highlighting these problems reassured the electorate of their commitment to addressing fundamental problems. Their campaign consistently addressed these issues with detailed plans and proposed solutions. The party's promise of job creation programs, monthly doles to women voters, and debt relief for farmers were central to their campaign and were communicated effectively through rallies, advertisements, and social media. This focus aligned with the electorate's primary concerns and contrasted with the BJP's broader, centralised, and less issue-specific campaigns.

How can one forget that the strategic use of influencers and endorsements from famous regional, national and even international figures was another major win for Congress? These endorsements boosted their image and helped sway undecided voters, adding massive credibility to their campaigns. By partnering with celebrities, respected activists, and social media influencers, Congress could penetrate deeper into different communities. These influencers helped humanise the party and bridge the gap between political rhetoric and people's everyday lives.

The Congress's efforts to engage youth and women voters were awe-inspiring. Promoting more youth leaders and encouraging women's participation in politics gave them a fresh perspective on their traditional image. Initiatives like the "Youth for Change" campaign and "Women for Progress" rallies showcased young leaders and prominent women politicians, highlighting their contributions and leadership potential. These efforts attracted younger voters and resonated with women who felt more represented and involved in the political process. Unique social media campaigns targeted at these groups also played a critical role in engaging and mobilising them effectively, making them feel included and valued.

Now, let's come to what didn't work. 

Despite their efforts, Congress often struggled with inconsistent messaging at the national level. Conflicting statements from different leaders created confusion among voters and diluted the party's overall impact. For example, while some leaders focused on progressive socio-economic reforms, others emphasised traditional and religion-specific issues, leading to a fragmented narrative. This lack of a unified stance on crucial issues made it difficult for voters to grasp the party's core message and vision. The inconsistency was further highlighted in debates and interviews, where varying viewpoints from party representatives often left the electorate bewildered.

The Congress' late start in ramping up their campaign machinery was a critical misstep. While the BJP had already established its presence, Congress was still organising its strategy, leading to missed opportunities in the campaign's early stages. Early momentum is crucial in elections, and by the time Congress fully mobilised, many voters had already formed their opinions. This delay was evident in their initial lack of visibility in crucial battleground states, where early rival campaigning had already swayed public sentiment. The lack of an early, aggressive campaign push resulted in lost ground that took time to recover, ultimately impacting the election results in the states where they have a direct competition with the BJP (UP is an exception thanks to Akhilesh Yadav led Samajwadi Party).

In an age where misinformation spreads like wildfire, Congress' response needed to be faster and more adequate. They failed to effectively counter negative narratives, allowing false information to take root among the electorate. Despite attempts to fact-check and refute false claims, the rapid spread of misinformation on social media often outpaced their efforts. The party needed a more proactive approach, with a dedicated team to address and dispel rumours in real-time. Their sluggish response to critical allegations and fake news often left them on the defensive rather than setting the narrative themselves.

While the focus on localised messaging was a strength, the Congress's failure to maintain the strong INDIA alliances in crucial states was detrimental. In regions where coalition politics is essential, their inability to negotiate and secure electoral alliances led to a fragmented vote base. This miscalculation was particularly evident in states like Bihar and West Bengal, where strong regional parties dominate the political landscape. The absence of strategic alliances meant that anti-incumbent votes were split, weakening Congress' overall position. Successful alliance-building could have bolstered their numbers significantly, creating a more formidable opposition.

Although there was an improvement in their digital strategy, the Congress did not get enough support from traditional media. They flip-flopped around participating in TV debates and missed out on the influential voice of conventional media.

The party's communication strategy could have effectively addressed concerns about its leadership. Questions about leadership stability and their ability to lead a coalition were not adequately tackled, leaving doubts in voters' minds. Despite having capable leaders, Congress struggled to project a clear and compelling leadership narrative. Internal disagreements and public spats further damaged the perception of unity and strength. The electorate's desire for a decisive and visionary leader was met with ambiguity, weakening their overall appeal. The lack of a robust and singular leadership figure who could inspire confidence and trust was a glaring gap in their campaign.

Reflecting on Congress's performance in the 2024 elections, it's clear that a robust and cohesive communication strategy is crucial. While they made significant strides in digital engagement and localised messaging, inconsistencies and strategic missteps cost them dearly. Congress must focus on creating a unified narrative, aggressively countering misinformation, and building strong regional alliances to enhance their electoral prospects.

By learning from their mixed performance in 2024, the Congress can refine its strategies to better connect with the electorate and strengthen its position in India's dynamic political landscape. As we look ahead, seeing how they adapt and evolve in response to these insights will be interesting.