Kailash Kher’s rather tranquillising signature tune for the 2009 assembly polls — ‘Aaj ka mera yeh Haryana’ — now seems to be a passé. Enter rapper Yo-Yo Honey Singh with his bubbly Yo- Yo gailay nachega, Tau ki maati ka yo gana charon or bajega, Yo Yo gailay tum bhi gao -the infectious 2014 poll campaign theme song coined for Om Prakash Chautala's Indian National Lok Dal (INLD).
The song, along with the Jeetega Jeetega Haryana Jeetega number, marks a generational change in the INLD functioning The poll signature tunes were released on Thursday by Karan Chautala, son of INLD leader, Abhay Singh Chautala.
The Jeetega Haryana number has variants aimed at women audience and youngsters besides farmers, labourers and the one emphasising the development aspect. The Yo-Yo number has a clear target audience of young voters between 18 to 30. Both the numbers sound catchy.
Speaking to media persons Karan Chautala said their poll musicals were constructive. "We have tried to convey the ideals of Chaudhary Devi Lal to the people of the state, particularly the youth. What we think about women's safety, welfare of farmers and workers class,'' he said. On the other hand, Karan said, the publicity campaign of other parties, like the Congress were misdirected and negative.
Party leaders said that they felt it was important to have a strong connect with the youth, a big vote bank in Haryana. INLD's young Turks- Dushyant, Digvijay (sons of Ajay Chautala) and Karan, Arjun (sons of Abhay Chautala) have been entrusted with this responsibility. "The advent of rap in party's poll campaign, Yo-Yo Honey Singh and visual advertisements presenting the urban-rural mix definitely indicates a major transformation in party's poll campaigning strategy,'' said an INLD leader.