Spin Ballot

This week, from Mantralaya and Sahyadri guest house at Malabar Hill, Chief Minister Sushilkumar Shinde’s benign smile was pasted into a media ad splash where Maharashtra Leads day after day. Estimated cost: Rs 25 crore—not counting controversy over which agency bagged which part of the deal.

Feeling good or feeling bad? Political think-tanks—not just overworked PR bureaucrats—have waded deep into ad glib.

The BJP—as a client—has a specific pitch to plan a half-hour CD film and radio jingles: How to convince voters—as consumers—that the Maharashtra government is a sorry failure.

For the last Lok Sabha polls, Goldmine Advertising handled BJP’s state-level advertising. But Shinde’s men invited the team before the BJP could, and approved a print media pitch.

‘‘We’ve been briefed by secretaries and principal secretaries on the government’s achievements,’’ says Goldmine Advertising president E. Ravindran, adding that the BJP invitation has not yet arrived. ‘‘Such campaigns can definitely influence a voter.’’

BJP spokesman Prakash Jawdekar has his lines ready. ‘‘You cannot sell a bad product with good advertising.’’

But Campaign Lok Sabha is systematic and professional. Rivals Nationalist Congress Party (NCP) and Congress have put their best minds on the job. Their orders came straight from NCP chief Sharad Pawar and Shinde who mulled through a lengthy presentation at the CM’s bungalow two weeks ago.

‘‘The need is to reach a large number of voters. Effectively and quickly,’’ says C.S. Parmeshwaran, who heads Paramin Advertisers, a favourite of NCP ministers.

The panel’s picked ideas from eight of Mumbai’s advertising who’s who for Campaign Lok Sabha: Lintas, O&M, Goldmine Advertisers, Ad Factors, Euro RSG.

Division of labour among the eight is to creatively make not so creative points: The Congress and NCP want ‘‘fresh ideas’’ for a critique of the BJP-led NDA government. And a bright future for the young. ‘‘Our target is the young voter,’’ says Suresh Shetty, a younger member in Shinde’s ministry.

‘‘Modern and low-budget campaign,’’ promises BJP state president Gopinath Munde who must lead the blitz against Congress’ reported Rs 50 crore ad budget.

Munde sits through agency presentations every week, offering ‘‘inputs’’ after each round. ‘‘We are not as rich as Congress,’’ he smiles. ‘‘But our network of partymen spend their own money for the party’s sake.’’

Presentations are being invited for the making or marketing of audio tapes and Marathi films on CD to be projected on large makeshift screens from village to village. ‘‘We’ll use every possible marketing tool,’’ Jawdekar says, declining to reveal agency names.

Congress and NCP are sharpening identical tools—billboards and rural films. ‘‘We’ll ridicule the Feel Good factor,’’ promises a panel member. The think-tank led by Shivraj Patil (Sonia’s second in command on the floor of the Lok Sabha) includes NCP spokesperson Praful Patel, state finance minister Jayant Patil, energy minister Dilip Walse-Patil.

‘‘Our campaign won’t target any individual or party,’’ says Walse-Patil. Compared to the Congress kitty, NCP’s Jayant Patil says his party’s got ‘‘limited resources to be used effectively.’’

In the melley, the ad industry is trying to decide whether to feel good or not.

Dialogues and inquiries from parties have started, says Lowe India president and COO Pranesh Misra. ‘‘It’s competitive. Parties are looking at a wider cross section of agencies this time,’’ he says.

Lok Sabha campaigns will play the role of a product or service with a ‘‘significant impact on shaping voter impressions,’’ says Misra, predicting specialised industry interventions at taluka-level campaigns also.

‘‘Artistes will be roped in,’’ says ad film producer Vinay Apte, who hopes to bag BJP’s electronic campaign for his production house Addict. ‘‘Ideas will be invited and the best chosen,’’ is all he says.

The party will make up its mind over a presentation.