Want to make some easy money? You can try your luck in Lok Sabha elections

Media organizations also hire companies to improve election coverage.

Lok Sabha Election 2019 : Businesses offering image makeovers, political slogan writers and experts in bullet-proofing vehicles are in high demand in India, and they have a short window to make some fast money before the country’s marathon voting season draws to a close.

The world’s biggest election, in which about 900 million citizens cast their votes in seven phases, has created opportunities for a range of businesses. It also means a significant rise in election spending, making it the costliest poll on earth.

Expenditure is set to rise 40 percent to $7 billion, according to Centre for Media Studies, a New Delhi-based think tank.

As politicians lock horns, Sunchit Sobti, director of Laggar Industries Ltd., and his 70 staff are working overtime to fulfill orders from clients to customize vehicles with armor-plating that will withstand gunfire and grenade attacks while providing a comfortable ride on the campaign trail.

“We are getting a lot of orders,” said Sobti, whose Punjab-based firm installs engine firewalls, fuel protection systems and run-flat-tires along with armoring in vehicles. “So far, we have armored 30 to 35 vehicles during this election and it’s a good number.’’

The transformation could cost anywhere between Rs 600,000 ($8,650) to Rs 4 million. “It takes two-to-three months to armor and customize a vehicle,’’ Sobti said.

Image Makers

Saints Art, a strategic consultancy firm, also has its hands full. It conducts demographic analysis and identifies target audiences and issues. The company creates profiles, handles politicians’ social media accounts, writes speeches and grooms candidates on the importance of making eye contact, said Sudhanshu Rai, founder and chief strategist at communication firm Saints Art. He would not reveal the firm’s clients.

“Every image is carefully crafted,” said Rai. “It depends on the objective the client has. If he wants to portray himself as an educated politician, all publicity material will be designed that way.’’

Media organizations also hire companies to improve election coverage. “We are advising them by analyzing everything on social media platforms -- how are Twitter hashtags trending, what is the public sentiment on a topic, how are different parts of the country reacting to a particular news,’’ said Amarpreet Kalkat, co-founder of Frrole, a company specializing in analyzing social media data.

Business Standard