To play up Vardhan's clean image, the hoardings emphasise on having an 'imaandar' (honest) chief ministerial candidate. This will help the party to corner the Congress over corruption and counter the Aam Aadmi Party's anti-graft agenda.
The posters take a cue from Modi's speech in the September 29 Rohini rally, in which he had said that BJP workers believed in serving the people, not ruling them. "Imaandaar Vyaktitva, Zimmedar Netritva; Shasak nahi sewak, Badlenge Dilli Badlenge Bharat (Honest personality, responsible leadership; not ruler, but server, will change Delhi, will change India)," read the tagline in the posters.
The tone of the hoardings has made it quite apparent that the BJP is viewing the Delhi elections as a stepping stone for the general elections. "We are encashing upon the traits and qualities of our leadership. Narendra Modi has proved beyond time that he represents change. Similarly, Harsh Vardhan is a performer, a professional who has been winning elections for the past 20 years," said Ashish Sood, a senior BJP leader.
New hoardings have come up at several spots such as Minto road, Naraina, Shalimar Bagh, Mayapuri flyover, Karol Bagh, Shankar road and Shadipur among others.
A new hoarding near Minto Bridge. Many such hoardings have come up at prominent spots across the Capital. (Sanjeev Verma/HT Photo)
After Harsh Vardhan was named the party's CM candidate, the BJP had said they would be coming up with a new election campaign. "Harsh Vardhanji has to be made a household name as a little over a month remains for the Assembly elections," said another leader.
A team comprising Sood, Nalin Kohli and Ajay Singh is busy getting the new hoardings designed and putting them up across the city.
Earlier, party president Vijay Goel's face was visible on posters, hoardings, social networking sites; and on the BJP's own website.