Andhra Pradesh

The digital battle of the campaign songs

Campaign songs are important political tools. They connect to the cadre base and boost their enthusiasm with the help of high-pitched music and lyrics that inspire. For long, many political parties and candidates have ripped off popular film tunes, fitted their own lyrics into them and made do. No longer. Campaign songs are now a serious business and the videos call for considerable investment both in terms of manpower, time and funds.

This election, the campaign song of the YSR Congress whose theme line is `Ravali Jagan, Kavali Jagan‘ (Jagan should come, we want Jagan) has become the most viewed song by an Indian political party on YouTube. With 6.8 million views so far, the song that was posted on 8 March 2019, has scored more hits than campaign songs of other political parties. 

In the process, the song surpassed the earlier record of 4.7 million views by BJP’s Uttar Pradesh-specific campaign song.

The other campaign song that is doing well is `Main Bhi Chowkidar’ that was posted on 15 March and has got 942K views so far. 

The Jaganmohan Reddy campaign has inspired fanmade videos too like this one by `Yatra’ director Mahi Raghav. This uses the rap anthem `Apna time aayega’ from `Gully Boy’.

On the Andhra political map, the Telugu Desam campaign song pitches for the return of Chandrababu Naidu.

Actor-politician Pawan Kalyan’s Jana Sena’s `Pada Pada’ song that was published on 14 October 2018, has got close to 12 lakh views. Another song released in December 2018, has got 6.4 lakh views.

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