Clad in a white kurta pajama and a black waistcoat, Uttar Pradesh Chief Minister Akhilesh Yadav is reaching out to the people of the state with a clear message – Uttar Pradesh is his family.

The UP CM on Thursday released his campaign video ahead of the upcoming elections in the state. The video starts with Akhilesh’s belief for a better future for the state. “Everyday I commit myself to the future of Uttar Pradesh.”

The three-minute-twenty-five-second long video features his wife Dimple and their children. But has no mention of his father and the Samajwadi Party supremo Mulayam Singh Yadav.

He is seen as a loving husband and a doting father playing cricket with his kids. Joining hands with youngsters and helping the old aged, the video reaffirms the tagline that it uses: UP is my family.

Akhilesh is portrayed as a protagonist and shows all the schemes he has introduced in the state. Some of those listed in the video include the laptop distribution scheme, Samajwadi pension scheme, Lohia awas housing scheme, Kanya vidya dhan scheme.

Entirely aloof of the caste politics that Samajwadi Party is known for, Akhilesh’s appeal has an urban touch. He is seen meeting corporates, giving speeches and signing papers, giving out an impression that he is a leader with a development agenda.

Akhilesh will kick off his poll campaign with ‘Samajwadi Vikas Rath Yatra’ from November 3. Taking forward his approach from the previous elections in 2012, he is trying to portray himself as a youth leader in 2017 elections as well. The jingle that has been prepared to be played during his campaign also focusses on repackaging Akhilesh as a youth icon.

“Na main aasman hu na koi baadal hu, main teri zameen par chalta ek hal hu. Tere saath milkar badal raha parivesh hoon. Haan main aapka Akhilesh hu,” are the lyrics of the jingle that will be played as Akhilesh campaigns through the state.