While digital has facilitated the virtual face-off for political parties, players are exploring ways to reach voters. Both major faces - Rahul Gandhi-led Congress and Narendra Modi-led BJP - unveiled their campaigns earlier this month. These were supplemented with heavy digital content or ads if we can call them that. A week into April and both published their party theme songs that are coupled with relevant social media messaging.

Congress' campaign song #AbHogaNyay

Chalo Phir Ek Baar Modi Sarkar Banate Hain! #PhirEkBaarModiSarkar

The Congress campaign song is built around the hashtag #AbHogaNYAY and highlights the party's promise of its minimum income guarantee scheme - 'NYAY' - along with its assurance of unemployment and poverty alleviation.

Our national, cross platform, multimedia campaign is now LIVE.

With the concept of NYAY at its core, this campaign builds on the promises we've made to the people of India in our manifesto.

Please SHARE as widely as you can. #AbHogaNYAY pic.twitter.com/UE7aVOl4pc

— Rahul Gandhi (@RahulGandhi) 8 April 2019

The BJP's song is also woven around its election campaign theme - #PhirEkBaarModiSarkar. It builds upon the narrative of its efforts against corruption for development and the cross-border conflict with Pakistan among other things.

For the welfare of the middle-class, PM @narendramodi's govt declared Income Tax exemption on annual income up to ₹5 lakh. #PhirEkBaarModiSarkar pic.twitter.com/qWyaX7XBvC

— Chowkidar Ravi Shankar Prasad (@rsprasad) 10 April 2019

The seven-phase elections in the country begin today and will continue till May 19. This will be followed by counting of votes on May 23.

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