Smita Gupta in The Hindu:
Earlier this week when Priyanka Gandhi Vadra spent three days in Uttar Pradesh, drumming up support for the Congress in the 10 Assembly segments across the two parliamentary constituencies held by her mother Sonia Gandhi and brother Rahul Gandhi, there was the predictable speculation in the media: was the Gandhi-Nehru — acknowledged in the party as the most charismatic living member in the family — about to join active politics?
It wasn’t just the glamour quotient at work: Ms. Vadra triggered off some of the speculation herself when she was asked by journalists if she was planning to campaign outside the family stronghold, something she does in every election. “I have not decided yet… So far I am here in Amethi and Rae Bareli and my brother and I will talk to each other and decide on it,” she said, stressing, “I’ll do anything for my brother, whatever is required of me. I’ll do whatever he requires me to do.”
Pressed on whether she would join active politics if Mr. Gandhi asked her to, she was deliberately ambivalent: “He knows to what extent he can require me.”
Since then, while the Congress confirmed that Ms. Vadra would be back for a second foray into Rae Bareli and Amethi, closer to the elections there next month, all that senior U.P. leaders have been willing to say is the extent of her engagement will be decided by the family, as the campaign progresses. More:
Shobha John in The Times of India:
She’s called a ‘reluctant bride’, a ‘seasonal variation’ and a ‘media lovely’. For the swish set, Priyanka Gandhi is a fashion icon or a socialite. But when she goes to the rural hinterlands, she’s appears wrapped casually in a cotton sari, reminding one of her grandmother. And now, she’s campaigning in UP for her brother Rahul. UP is the acid test for Brand Rahul. But it’s Priyanka that people are talking about despite her campaigning in the ‘family’ constituencies. Will Brand Priyanka work for the party and her brother? “Priyanka’s presence may have marginal impact at the ground level. She has Indira Gandhi’s looks, has more charm than Rahul and can draw people, but in today’s caste-based politics, these factors may only garner more audience, not votes. Often, people come to see her out of sheer curiosity,” says Mithileshwar Jha, professor of marketing, IIM-Bangalore. “She’s like a reluctant bride but people want to see what she will deliver.”
While she is visually appealing with Indira’s aquiline nose and charisma, ad gurus say that a premium brand needs much more than just beautiful packaging. “The Congress has not been able to create a mass leader after Indira,” says Sajan Raj Kurup, founder and creative chairman of Creativeland Asia. “A brand needs sustained content and stature. I don’t know what the content here is. Rahul and Priyanka come across as tender newbies in front of hardened politicos like Mulayam and Mayawati.” More