Why Congress doesn't seem to have a good political marketing expert in their team? (Recent events will tell you clearly.)

When I think of Congress I think of a party where there are several wanna-be leaders who boast their knowledge on the public platform and hope to become a leader someday. Although this is a good thing and can be pursued by anyone, what I see is that they don't care about or support what the other person is actually doing for the party, as they speak for themselves and always want to be known among the public for their thoughts and actions rather than of the party. Though, they do associate themselves with the party name but do not acknowledge or promote things done by other party members.

They are focusing more on individual branding and achievements rather than collective branding and achievements. And, this is not just limited to bottom-level party members but can also be seen in the top-level party members of Congress. They like to play solo but within an umbrella of several solo players. And this has brought problems for Congress in the past and will continue in the future unless some steps are taken.

During the coronavirus crisis, someone rightly pointed out that there are three parties inside the Congress party: one was Rahul Gandhi, one was Sonia Gandhi, and one was Priyanka Gandhi.

We saw how Mr. Rahul Gandhi did several press conferences and meetings with economic experts on the ongoing pandemic and its impact on the Indian economy. We saw how Mr. Rahul Gandhi went ahead and listened to the problems of migrant workers and helped them. He even released a video of it (although a few days after). But we hardly heard any buzz around all these. We did not see any tweets on it from any party members of Congress. The efforts lost their strength without the support of the party members.

The same happened in the case of Mrs. Sonia Gandhi when she announced to pay the railway fare for migrant workers. And with Mrs. Priyanka Gandhi when she extended her help to provide buses for migrant laborers. They were on the battlefield, fighting solo, with the opposition parties. The support was missing again.

This was the time when Congress would have clearly washed off their tainted image and would have come out as a savior for poor people. Though they did try a few things, apart from not being supported by its party members, the whole effort was in bits and pieces. It was not clear where they are actually heading. They did one thing one day and stopped the other day. As we say, the continuity and the style of the campaign were missing.

One thing, that I have learned in my short experience in the professional world, is that marketing starts from within the company or, in this case, the party. It starts with the internal customers. So whenever you are doing something for the external customers it is your internal customers who will be your first customer who will talk about your product or service to your external customers.

And this is clearly not visible in the case of the Congress party.

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Until the next time...

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