A number of popular Hindi crime-drama series on streaming platforms revolve around college and university life in Uttar Pradesh. Typically, the main character is either an antagonist or a protagonist who gets involved in politics while studying at their educational institution, which becomes a significant turning point in their lives. Preetham Gampa, a poll strategist, also got introduced to politics during his time at IIT Kanpur and eventually decided to pursue a career in the field despite studying chemistry. Looking back, Preetham acknowledges that his future would have been different had he attended a different IIT.
However, the financial aspect of being a poll strategist can be challenging. Dealing with clients who want to use their black money to pay for services can be a headache, and receiving timely payments can also be problematic as the industry is not fully professional yet, according to poll strategist A. Satheesh Kumar.
Before the 2017 assembly elections, IIT Kanpur witnessed a surge in political activity, including awareness sessions, discussions, and party-sponsored meetings. During this time, Preetham and his friends launched a startup on campus, and they were soon hired to do promotional work for a national party. Subsequently, Preetham successfully interviewed for Prashant Kishor’s I-PAC and gained valuable experience working at the political consultancy firm. He was involved in coordinating with local leaders of the YSR Congress Party during Y.S. Jagan Mohan Reddy’s padyatra in Andhra Pradesh in 2018, and later, he was responsible for the route map and logistics of Y.S. Sharmila’s padyatra in Telangana between 2021 and 2023.
Preetham admits that working in politics requires long hours and often results in skipping meals. While he sometimes yearns for a job in the corporate sector, his passion for political work outweighs the challenges. He has learned to be patient as progress in politics can be slow, and he has also become adept at executing significant tasks with limited teams.
Currently, Preetham is preparing to assist a senior leader of a regional party in the upcoming assembly polls and general elections. However, he will face tough competition from other young strategists, survey experts, consultants, social media marketers, researchers, and data analysts. While I-PAC is not actively involved in the elections, numerous individuals and startups are supporting various candidates, both affiliated with parties and independent.
There is a running joke in the political consultancy industry that each firm has the same repository of voter-specific data, which is used to plan strategies and campaigns. However, concerns about data leaks arise when employees switch roles or jobs, as the data often follows them. Mohammed Khurshid Hussain, who runs YAM consultancy, emphasizes the importance of upholding trust and integrity to maintain credibility. He limits data access within his team and carefully assesses the trustworthiness of new recruits. Khurshid’s team offers various services related to data analysis, app customization for candidates, surveys, intelligence gathering, managing social media accounts, content creation, digital marketing, campaign design, party cadre strengthening, and media liaising.
Khurshid, an engineering graduate with seven years of experience in the field, believes in a “bottom-to-top” approach, starting with local MLA candidates and lower-ranked politicians and eventually moving on to handling political parties as a whole. He finds motivation in helping the public by leveraging data and intelligence to advise politicians on problem-solving.
The role of social media in political campaigns is undeniable, and political parties compete to increase their online presence and shape a positive public image. The Bharat Rashtra Samithi (BRS), for example, has adopted a multifaceted approach in the virtual world, focusing on live streaming events, targeting informed audiences on LinkedIn, and utilizing dedicated social media warriors. The BRS social media team has shifted its primary focus from Facebook to platforms like Instagram reels and YouTube shorts, which have garnered more attention from the youth. The party has also launched an initiative to educate first-time voters about its history and Chief Minister K. Chandrashekar Rao’s struggle for a separate Telangana. A dedicated team of 25 members manages the party’s social media accounts across platforms.
Political parties also closely monitor their competitors. In this election, two national parties are receiving support from major organizations. The Congress has engaged Sunil Kanugolu’s Mindshare, while the BJP is assisted by Nation with Namo. Both organizations provide competition analysis and develop strategies based on their opponents’ moves. They also handle local social media pages and produce Telugu content.
However, the financial aspect of a career in political consulting can be tricky. Legitimate payments are not an issue, but dealing with clients who want to use black money can cause problems. Additionally, the industry’s lack of professionalism can lead to payment delays, according to poll strategist A. Satheesh Kumar. Despite these challenges, the demand for professionals with diverse skill sets in election-related work has prompted A. Satheesh Kumar to hire nearly 100 people. He laments the lack of proper training institutions in the field, which forces him to train his recruits himself.
It’s worth noting that there is a significant gender disparity in this group of election professionals, with only a few women working in larger teams. Exceptions like Sathya N.S.R., a US-trained software engineer who pursued public policy studies, exist. She emphasizes that gender bias and stereotypes can influence women’s presence and opportunities in political settings. The nature of work meetings and the possibility of encountering unsafe environments can further limit women’s participation in the industry. However, Sathya’s background in defense has helped her to be resilient and succeed in the field of election strategy.