The 2024 general election is around the corner. Will it be an easy walkover for the BJP, or can we expect a tightly fought contest? One of the foremost questions is, “What influences elections and voter decisions? How important is building one’s campaign based on an early-announced agenda or manifesto? What are some of the key things that people expect to happen before the 2024 elections?

Looking forward to the months prior to the general elections of 2024, voters expect crucial policy announcements and path-breaking welfare and development measures. As always, developing an agenda manifesto and communication strategy is based on the premise that democracies in the digital era are influenced by the internet and social media.

The new reforms and policy announcements have to focus on job creation, universal access to affordable healthcare solutions, affordable access to food and essential consumer goods, and strengthening local industries and agriculture. A set of ten suggestions may make the lives of all Indians better and should be considered by any government right now and beyond the 2024 manifesto:

1. Expand the scope of Pradhan Mantri Jan Arogya Yojana (PMJAY) to include Above Poverty Line (APL) sections and those in the higher income bracket on payment of premiums.
2. Special universal health and medical insurance packages for senior citizens. A policy approach with regard to the health care of the elderly population is needed.
3. Universal coverage of critical illness for all Indians, irrespective of their economic, caste, and community status, up to a certain limit
4. Further strengthening of the JanAushadhi Scheme with more generic allopathic and ayurvedic medicines
5. Expanding the scope of the public distribution system (PDS) with more items and essential consumer goods
6. (a)Reintroduction of product quotas and reservation systems for micro and small industries; (b)And, Procurement from the MSME sector for items to be distributed through the Public Distribution System
7. Business promotion support, welfare measures, and a policy for new economy knowledge workers, gig workers, and freelancers (both platform and non-platform)
8. Interest-free loans and enhanced subsidies for rooftop solar installation for individual households
9. Grants and a special educational package for farmers and their children. To encourage farmer households and their children and dependents to get the benefit of higher education, educational grants and loans at a highly subsidised rate
10. Stringent measures to fight corruption at all government offices. Particularly at the first point of interaction between people and the government; Install CCTV cameras linked with social media platforms and to a government online portal for public viewing.

Voters constantly evaluate issues like jobs, the affordability of food and essential consumer goods, health care access, and how difficult or easy it is to interact with a government office or official. It’s at local government offices that people visit to resolve various issues linked to agriculture or business or get some certificate. If the behaviour of the officials is harsh or arrogant, or if they are not present, that certainly reflects in their voting decision.

The agenda that each of the political parties puts across to the voters certainly plays an important role. More than that, what also matters is how effectively political organisations communicate and reach out to voters with their messages on each of the crucial issues that people consider critical for their lives. Certainly, communication strategies play the most crucial role in deciding the victor. But there is no trade-off for hard work and a track record with regard to delivering previous promises.