Grooming, and a celebrity shoulder to lean on

Lacklustre leadership with poor speaking skills and indifferent supporters have severely affected the ability of local leaders to draw voters to election rallies or events. To fight these factors, politicians are now signing up public relations (PR) agencies, which are one stop shops to help create a political flutter, including bringing in celebrities.
As the poll campaigns gather momentum, the city is all set to see a slew of celebrities, read Bollywood and Marathi film stars, descending upon the city over the next few days. "Today, we do not have charismatic leaders who can draw crowds on their own steam," says Samir Pandit, who is busy organizing celebrity presence at many such rallies throughout the state.
Popularity of film and television artistes makes them an ideal choice to arouse curiosity in the minds of people. "Candidates, especially in state elections, are not recognized by many even in their own constituencies. But these actors are household names. So, just having them on the dais creates interest," says Pandit.
A lot of research and thought goes into roping in an actor for a politician. "Since the celebrities too address crowds, it is essential that they are good orators," says Pandit.
Well known Marathi actor Nishigandha Wad was in the city two days back to woo voters for Independent candidate Shekhar Sawarbandhe. Wad is herself extremely educated and a good orator. But not all are of the same mettle. "Politicians express their choices, but then it should suit the occasion. So, the PR agency guides and suggests suitable people," says Pandit.
However, celebrity presence comes at a price. "It could be anywhere between Rs1 lakh to Rs10 lakh," says the head of a PR agency, while requested not to be named. "Politicians and actors are very well networked, as both need each other. Many times deals are struck directly and our job is only to provide the logistics," he says.
Otherwise, celebrities too are very choosy and usually wish to back a winning candidate. "They ask a lot of questions and study the trends. With all alliances off this time, the situation is very puzzling in the state," he said.
Celebrity presence is not the only requirement. PR agencies also write speeches for candidates and train them in diction, voice modulation and body language. "This is the era of dynastic politics and some young politicians are sometimes unaware of even basics of politics. So, we have to give them simple lessons in leadership," says Shyam Petkar, who grooms politicians in oratory.
"It is important to ensure that they do not utter something nonsensical that will become the butt of jokes in the media," he says.