It was a usual morning. I rushed down to the car, a half-eaten
toast in one hand and a shoe in the other, looking at my watch and swearing at
the cook who, with uncharacteristic diligence, took half an hour extra to
prepare the gruel in the morning. I reached the car, managed to eat the toast
and wear the shoe, instead of the other way round. Took a deep breath, slipped
on my seat belt and started the car. The radio was on and an unfamiliar sound
came to my ears. It sounded…it sounded like music. Panicking, I switched to the
next station – music again; the next – music. I was in full blown panic now, I
rushed through all the stations – all playing music.
The horror…the horror.
Where were the AAM Admi party advertisements, where was the
bellowing sound of Modi screaming as he made promise after promise, where was
Kiran Bedi, embarking on the ‘Vikas ka path’, hell, where was Ajay Maken
quietly slipping in the message about the roads and metro in Delhi?
And then it struck me, the Delhi elections are scheduled for
tomorrow and campaigning deadline has passed. The panic turned to relief, then
jubilation.
Seriously, have you been listening to the radio in the past
month or so? It has been an unending stream of political ads. From the basic ‘vote
for me’ ads to hardcore negative ads about other parties, other candidates and
their families, hell nothing has been taboo in this election.
The importance of these elections is understandable,
everyone thought that AAP was done for and the normal two-large-party model
would continue again. There is a certain comfort in having a known enemy – you know
what to do and say - sanity prevails. But like a phoenix (to use a cliché) the
AAP is threatening to disrupt the status quo again. Both large parties do not
like a third element coming into the fray, an element that threatens their next
ten year plans. The difference is that one party already knows that it has lost
and is cutting its losses. The other party, on the other hand, considers the
Delhi seat a cherry on the cake and is going full throttle to make it theirs. The
AAP, after its national experiment failed spectacularly, is in a struggle for
survival and relevance. The charitable would also call it their crusade to
ensure that the common man prevails.
All this means that the might of two parties and their
supporters has manifested into a marketing
campaign of utmost proportions. And just like Indian cuisine, the campaign
spices and flavors are overboard; and just like Indian soaps, the campaign acting
is ham and loud; and just like an Indian cricket fan, the campaign emotions are
wide and strong.
And this means that for the last couple of months all
marketing channels have been crammed with messages. It has become so much that the
noise has become overwhelming. Radio is just one example, but even the print
media seems to have a single point agenda – print as many political ads as
possible. Make sure the ad revenues go sky high. Television, especially news
channels, have gone so blatant that it is comically obvious which channel owes allegiance
to which political party.
It is dirty out there. And it is quite depressing, that this
is the type of campaign that works in our country.
I, for one, am glad the campaigning is over. Maybe now we
may get a chance to sit back and think. Beyond the overload of messages, to the
messages themselves. Who will be right for Delhi? Who would actually help with
the little niggles and major pains that we deal with on a regular basis?
Whatever you think, do vote. Maybe the next campaign would
be less crass and overpowering…
