THERE WAS a time when our political leaders wouldn’t miss a single home during election season. They would walk through narrow lanes, sit cross-legged in verandas, and listen to grievances over endless cups of chai. There was a connection with them that was real, unfiltered and human.
But somewhere along the way, that bond began to change. The Neta who once sat beside us became a distant figure—no longer the familiar face at the door, but a curated persona on our mobile screens. Today, we see our leaders not on the streets, but on our YouTube and X (previously Twitter) feeds. We are connected with our leaders, yet more distant than ever.
Between us now stands a powerful intermediary—the political consultancy industry. These firms have become the invisible hand shaping political campaigns, controlling the image of leaders, and crafting every message that reaches the public.
A leader today without a PR team, a political consultancy firm, and a battalion of strategists is a rarity. They are hired before elections to build a public persona, create propaganda and after elections to recast the image of the leader in tune with political realities. Campaigns are no longer just about rallies or speeches; they now involve creative memes, branding exercises, data analytics, and precision targeting.
And this isn’t a small business. Political consultancy firms in India generate around ₹700–800 crore in just a single election cycle. Senior consultants in this field earn more than ₹20 lakh a year. With such massive spending, Indian elections now rank among the costliest in the world.
But here’s the catch—what seems like a bridge between leaders and voters through digital platforms is, in truth, a mirage. The greatness of a leader today often depends not on grassroots connection, but on the sophistication of their PR strategy and the depth of their campaign budgets. Like items on a restaurant menu, consultancy firms offer “packages” to build the perfect “reel image” of our Netaji. These are packages that only those leaders with deep pockets can afford.
Despite the Election Commission’s attempts to cap election expenses to create a level playing field, the rise of these firms has significantly tilted the game. While the cap technically applies to candidates, much of the spending happens outside the purview of official campaign limits, which includes financing of digital promotion, propaganda management and fake image building.
Politics in India has always had an element of performance. Political access which once meant face‑to‑face interactions, is now governed through algorithms. Voters no longer meet leaders in their unfiltered selves. Instead, they see their carefully crafted brands.
In the age of political branding, the distance between political leaders and people is no longer measured in kilometres, but in layers of Public Relations strategy and money.
(The author is Editor, TheRise.co.in, and graduate of The Print School of Journalism. The author can be reached at sneha20j@gmail.com)
(The opinions expressed in this article are those of the authors and do not necessarily reflect the views of Ukhrul Times. Ukhrul Times values and encourages diverse perspectives.)