In a plush political party office in south Mumbai, a corner cubicle is occupied by an unassuming man, a big chair enveloping his small frame. His table plays host to an advanced computer — one usually used by geeks — and a couple of almanacs.
The man’s visiting card carries no designation but, within the party, he is known as sutradhar , a backstage man. His job is to carry out election campaigns using non-traditional methods — at events such as marriages, festivals, pilgrimage tours and even birthdays. The brief from the bosses is simple: use all methods to fly below the radar and not run foul of the Election Commission’s (EC) code of conduct.
The person gives a few commands to the computer and an online calendar opens up with details of events across constituencies, to be carried out till the results are announced.
After much cajoling, he parts with some professional tips. Events that have a potential to gather more than 100 persons are likely ‘campaign spots’. Six to eight months before the elections, the process of identifying party sympathisers begins, locations are mapped and dates fixed.
Long prep time Budgets are prepared and sources for funding are identified. For the next two months both Jupiter and Venus are in good phases, therefore mahuratas (auspicious time) for marriages are plenty, he says.
He adds that astrologers are consulted for marriages, poojas and other rituals. Marriages of party workers and their children have been fixed for the current election season and the cost is often borne by the party. Pilgrims tours to temple towns such as Tirupati and Puri are arranged.
Author and political commentator Nilu Damle says this is mostly an attempt to reinforce the identity of the candidates and such methods are prevalent in all political parties. In India, candidates use traditional ceremonies. In the US, their counterparts meet pedestrians, shake hands and introduce themselves — they call it Name Recognition. It is an attempt to tap into the human chemistry of bonding.
A senior leader in a right-wing party agrees all parties undertake such tactics. The only difference is on the planning and detailing, which some parties are good at. Even funerals are not spared.
Haldi, kumkum and gifts Another popular platform used by parties, especially in Maharashtra, is hosting a haldi-kumkum ceremony, where married women exchange haldi (turmeric) and kumkum (vermilion).
Traditionally, the ritual is an informal event where married women invite small groups of female friends, neighbours and relatives. Come election season and it becomes a political extravaganza right under the nose of the EC. In Thane, parties have held numerous such gatherings for women, shouldering the expense, not only for organising the events but also for expensive gifts.