Jagan Reddy's unconventional campaign strategy: A bus yatra covering Andhra Pradesh

In the 2019 Assembly election, Jagan Mohan Reddy's YSR Congress Party won 151 seats.

In Andhra Pradesh's lively political arena, where alliances and star power often overshadow everything else, Chief Minister YS Jagan Mohan Reddy takes a different approach. With the assembly and Lok Sabha elections on the horizon, Reddy's campaign strategy is based on a deep connection with the electorate rather than relying on the glitz of celebrity endorsements or political coalitions. The YSR Congress Party (YSRCP) states, "We don't have regular star campaigners, alliance partners, movie stars, or national party support. However, we have one thing that nobody else has - the love and admiration of people for #YSJagan - and that is more than enough. The people of A.P. are our Star Campaigners."

This sentiment lays the foundation for Reddy's 21-day bus yatra across Andhra Pradesh, which reflects his unwavering belief in direct engagement with the people as the cornerstone of political success. The campaign, dubbed "Memantha Siddam" (We Are Ready), is a carefully planned journey through the state's heartland to consolidate support amid a challenging electoral landscape.

While touring 22 of the state's 26 districts, Reddy's campaign story links his legacy with policy achievements. The journey starts with a symbolic tribute to his late father, YS Rajasekhar Reddy, at the YSR Ghat in Kadapa district, recalling the memory of a leader whose welfare-oriented governance made a lasting impact on the state.

The YSRCP's campaign strategy is based on governance and direct beneficiary impact instead of conventional theatrics. Sajjala Ramakrishna Reddy, the general secretary of YSRCP, along with the CM-programs coordinator and MLC Talasila Raghuram, outlined the objectives of the bus yatra. They emphasised that the yatra continues the "Siddham" public meetings that previously drew a considerable crowd. This approach highlights the confidence in the YSRCP government's policies that have delivered tangible outcomes in the past five years. The government disbursed an unprecedented amount of Rs 2.70 lakh crore through Direct Benefit Transfer (DBT) and Rs 1.79 lakh crore in non-DBT benefits, which impacted the lives of 87% of families in the state.

The campaign is full of stories about individuals whose lives have been positively impacted by the government's welfare schemes. During a meeting with a couple named Prasad and Aparna, who are physically challenged and reside in Metapalli village, their testimonial becomes a powerful representation of the campaign's success. The experiences shared by beneficiaries such as K Pushpa Latha and Hussain Basha give a human touch to the political narrative, transforming policies into real-life experiences. These encounters make the campaign more relatable and help reinforce Reddy's image as a leader whose policies have directly and positively impacted people's lives.

Amid personal narratives, the YSRCP leadership fearlessly scrutinises the opposing party. YSRCP leader Reddy highlights his administration's accomplishments while comparing them to the alleged shortcomings of previous governments. This positions the YSRCP as the only party genuinely committed to the well-being of the people of Andhra Pradesh. This contrast between achievements and aspirations, set against the backdrop of a rigorous electoral challenge, shapes the YSRCP's campaign as a fight for the heart and future of Andhra Pradesh.

Digital campaigns and mediated engagement are becoming increasingly dominant in the current political era. However, Reddy's bus yatra represents a strategic throwback to grassroots politics and reminds us of the enduring power of physical presence and direct dialogue in an age of virtual connectivity. As Andhra Pradesh prepares for a closely watched electoral contest, the YSRCP's campaign, which emphasises governance, direct beneficiary impact, and the symbolic weight of the yatra, offers a unique narrative in the crowded political landscape of India.

This approach, which blends legacy, policy, and personal engagement, not only sets the YSRCP apart from its rivals but also raises critical questions about the future of political campaigning in India. Will the resonance of direct engagement and a track record of welfare governance outweigh the spectacle of alliances and star power? As the campaign unfolds, the answer to this question will likely shape the outcome of the Andhra Pradesh elections and the contours of political strategy in future years.

This isn't the first time Reddy has taken the road to drum up support. His previous "Praja Sankalpa Yatra," a 3,600-km padayatra covering nearly all the Assembly segments in the state, was a pivotal moment in his political career, rallying support under the slogan "Raavali Jagan - Kaavali Jagan."

Yatras have been an essential part of Indian politics for a long time and have their roots in the country's history. It all started with Mahatma Gandhi's famous march to Dandi in 1930, which played a significant role in India's independence struggle. In Andhra Pradesh, many political leaders have used yatras to their advantage.

Recently, N. Lokesh, the son of N. Chandrababu Naidu and national general secretary of the Telugu Desam Party (TDP), started his "Yuva Galam" padayatra. At the same time, actor and Jana Sena Party (JSP) founder-president Pawan Kalyan launched his bus yatra, both campaigns highlighting Reddy's administration's alleged failures. The tradition of yatras in Indian politics, deeply rooted in the nation's history, traces back to Mahatma Gandhi's iconic march to Dandi in 1930, a defining episode in India's struggle for independence.

In Andhra Pradesh, this mode of campaign has been a game-changer for several political figures, including N. Chandrababu Naidu's son and Telugu Desam Party (TDP) national general secretary, N. Lokesh, who recently embarked on his "Yuva Galam" padayatra. Similarly, actor and Jana Sena Party (JSP) founder-president Pawan Kalyan has launched his bus yatra, both campaigns aiming to highlight the alleged failures of Reddy's administration.

Political yatras have played a significant role in shaping the state's political landscape over the years. These journeys involve political leaders travelling across the state, interacting with citizens, and campaigning for their parties. They have proved to be effective in influencing election outcomes, as seen in historical examples like N.T. Rama Rao's "Chaitanya Ratham" yatra and Y.S. Rajasekhara Reddy's padayatra.

In the 2019 Assembly elections, Jagan Mohan Reddy's YSR Congress Party won a resounding victory, securing 151 seats and reducing the TDP's presence in the state assembly. Yatras like these, which combine grassroots engagement with political campaigning, highlight the importance of direct interaction in today's digital age.

Reddy's bus tour across Andhra Pradesh is not just a campaign trail but a continuation of a political tradition in which leaders have personally walked through their constituencies to connect with voters. As the opposition gears up for their own yatras, Andhra Pradesh's political landscape is set for a vibrant and dynamic electoral season. The roads taken by candidates could well decide their political fate.

The effectiveness of yatras, as demonstrated by historical precedents, shows a deep-rooted belief in the power of personal touch and direct engagement in the state's political culture. As Andhra Pradesh prepares for another electoral showdown, the impact of these yatras, echoing past campaigns, will be keenly observed by both the ruling party and the opposition.

Congress on bus yatra

Kolanukonda Shivaji, Vice-President of the Andhra Pradesh Congress Committee (APCC), has openly criticised Chief Minister Y.S. Jagan Mohan Reddy's current state-wide bus yatra, "Memantha Siddham," aimed at rallying support for the upcoming elections. Shivaji has demanded accountability from the Chief Minister through an open letter, questioning the efficacy and motivations behind the yatra. He urges Reddy to address the administration's perceived shortcomings and unfulfilled promises and challenges him to justify the caste census initiated before the elections. Shivaji also questions the need for more transparency in withholding the census findings from the public.

Shivaji's critique extends beyond the bus yatra to broader issues of governance. He accuses the YSRCP government of failing to secure employment for the youth, citing a High Court verdict on the corruption-tainted selections conducted by the APPSC. Shivaji also holds Reddy accountable for failing to fulfill the promise of securing Special Category Status (SCS) for Andhra Pradesh despite having a significant parliamentary presence. Furthermore, he criticises the state's liquor policy under Reddy's rule, contradicting earlier promises of phased prohibition. Shivaji accuses the government of turning Andhra Pradesh into "the drug capital of India." The letter also highlights the unchecked activities of the sand mafia and land grabbing, asserting a decline in law and order and protection for vulnerable communities.

Shivaji challenges Reddy's leadership through the prism of the "Memantha Siddham" bus yatra. He demands that Reddy articulate why his party deserves the electorate's support amidst these controversies and governance challenges.