The Samajwadi Party in Uttar Pradesh, once a staunch advocate of Hindi, is now adapting to evolving trends. In a notable shift, the party has expanded its communication strategy to engage with millennials through the medium of English.
For the first time, the party's official publication, the Samajwadi Bulletin, includes a message in English from its National President, Akhilesh Yadav. This initiative is part of a broader effort to connect with a younger audience across state and national borders.
Akhilesh Yadav's message highlights the rationale behind fielding young first-time candidates like Iqra Hasan, Priya Saroj, and Pushpendra Saroj in the recently concluded 2024 Lok Sabha elections. It emphasizes the importance of candidates' ability to articulate the concerns of their constituents above all else.
Iqra, Priya, and Pushpendra have emerged victorious from Kairana, Machhlishahr, and Kaushambi respectively. With their educational backgrounds from prestigious international universities and professional experiences, all three are fluent in English.
In addition to Akhilesh Yadav's message, the party's monthly publication features individual profiles of these newly elected young parliamentarians in English. The party spokesperson clarified that while Hindi remains the primary and sole language of communication within the party and among its members, the use of English is intended to engage millennials who prefer English for communication.
"This is simply a method to connect with those who think and express themselves in English," remarked a senior party strategist.
Interestingly, since assuming leadership ahead of the 2017 Assembly elections, Akhilesh Yadav, who holds a Master's degree in environmental engineering from the University of Sydney, has predominantly used Hindi in his communications. Even when responding to English-language media queries or interviews with foreign journalists, Akhilesh Yadav has consistently chosen Hindi.
Senior party strategists indicate that for now, the use of English will be limited to specific communications aimed at audiences more comfortable with the language for various reasons.
"For example, individuals in Kerala and Karnataka may find our English publications more accessible compared to those in the Hindi heartland," explained the spokesperson.
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