Campaign Narrative & Strategy (MP4-004)
Core messaging framework • Slogans • Attack lines
Primary Slogan
"Judega Block, Jittegi Congress"
From MP4-004 — the unifying campaign cry
Core Attack Line
"4 Saal 0 Kaam"
From MP4-012 — AAP's 4 years, zero delivery
Five Supporting Pillars
Drug Crisis
AAP promised elimination in 3 months — persistent crisis
Broken Promises
Rs 1,000/month (4 yrs late), MSP, Old Pension
Economic Despair
19.3% youth unemployment, farmer distress
Law & Order
Gangster-politician nexus, deteriorating security
Positive Vision
Congress 2017-2022 delivery vs AAP failures
Message Architecture
"Haath Uthao Punjab Banao"
Uplift message
"4 Saal 0 Kaam"
Attack line — 4 years, zero work
"AAP Ka Haath, Bagal Mein Duniya"
AAP's hand, world in pocket (inaccessible)
Central Narrative:"AAP made big promises in 2022. Four years later: zero delivery. Congress will deliver from Day One."
Campaign Timeline (MP4-025)
Four-phase execution: May 2026 to February 2027
May–July 2026
- Surveys (mid-July target)
- Digital infrastructure build
- SIR defense (Jun 25–Jul 24)
- 45 hidden observers deployed
August–October 2026
- Candidate announcements
- CM face declaration (Sep-Oct)
- High-profile rallies begin
- Manifesto development
November 2026–January 2027
- Manifesto launch (Dec 1st week)
- Nukkad rallies 50-100/district/week
- Paid media campaign launch
- Daily booth-level presence
February 2027
- 72-hour blackout (no rallies)
- Booth-level mobilization
- Exit poll management
- Real-time turnout tracking
Caste Coalition Targets (MP4-007)
Vote share targets by community
SC (all sub-caste)
31.9%
Pop: 55-60%
Key: Channi
OBC
15-18%
Target: 40-45%
Key: Warring
Jat Sikh
20-22%
Target: 35-40%
Key: Bajwa/Randhawa
Urban Hindu
10-15%
Target: 25-30%
Central leadership
Minorities
5-7%
Target: 50-55%
Local leaders
SC Sub-Caste Breakdown: Mazhabi Sikh (26.33%) → SAD voters | Ravidassia/Ramdasia (20.76%) → Congress/BSP | Ad-Dharmi (10.17%) → Congress/BSP | Valmiki (8.6%) → Congress/AAP
Volunteer Recruitment & Training (MP6-003)
Target: 200,000 active volunteers across 40,000 booths
Total Volunteers
200,000
5 per booth target
Booth Workers
170,000
4-5 per booth
Sector Supervisors
20,000
1 per 2 booths
Training Hours
16-18 hrs
Per volunteer
Recruitment Sources
Direct assignment, existing networks
State leadership activation
College campus activation
Door-to-door, welfare activities
Women's outreach
Doctor, lawyer, engineer associations
Youth festivals, placements
Training Program (MP6-003)
Congress heritage, values, current context
AAP failures, Congress narrative, issues
Conversation guide, objection handling, empathy
App usage, form filling, privacy
Talking points, language, tone
WhatsApp, Facebook, Instagram basics
Structure, roles, logistics
Setup, turnout tracking, ECI rules
Code of conduct, permissible activities
Non-Monetary Incentives
Public appreciation, certificates, social media shoutouts
Path to official ticket, party position
Skill development, leadership training
Belonging to larger mission, social network
Key Insight: Monetary payments create perverse incentives. Focus on recognition, progression path, and community belonging.
Booth Level Structure (MP6-004)
Target model: 1 Booth President + 5-10 Booth Workers per booth
Booth Committee Roles
Overall booth coordination
Worker mobilization
Voter list management, data
Small expenses
Women voter contact
Youth voter engagement
Polling Day Operations
Critical: Hourly turnout reporting to command center enables real-time GOTV intervention for underperforming booths.