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Because Mumbai likes to sleep

What happened after we found our names missing from voter lists? Did we remedy the situation or just keep talking?
Jatin Sharmaby Jatin Sharma | @jatiin_sharma on Twitter

By now, we have heard it a million times. ‘Mumbai is a city that never sleeps’.

But the truth is, we do sleep, at least most of the time. Whether it is a terror blast in the city or a girl being stabbed at the Gateway of India in front of hundreds of onlookers, we like to sleep our way through most events.

Our tongues are way stronger than our legs. We like to discuss every thing and condemn and crib, but seldom do we have the time or the strength to cause a change. Being the financial capital of the country, we like to think that the taxes we pay will automatically deal with most of the problems that the country faces. 54 per cent voting figures in the recent general elections seem like a big victory to us. Newspapers touted this figure as a record-breaking percentage.

Seriously? We’re not okay with our children getting 54 per cent marks in their exams. 54 per cent is neither here nor there – it means the Names missing from voter listschild has not failed but not done well either.

Of course, we are very quick to say that our voting percentage would have been higher if there hadn’t been so many missing names in the voters’ lists. Nobody will own up to a simple fact – we’ve had months to check if our names figure in the list or not, but we chose not to check. Instead, Mumbai just likes to wield its tongue more than actually do the things it should do.

It is time to shake off the slumber and take responsibility.

Mumbai has to realise that every time a road caves in at Peddar Road or a part of the Metro falls and kills a person, every Mumbaikar is responsible for it. Mumbai needs to wake up from the dream of being a money spinner whose problems will automatically vanish because it has so much money to throw – steadily, the money will disappear if the city doesn’t take responsibility of nurturing itself first, and then the country.

Being inked and posting your pic on Instagram is a cool fashion statement, but being an Indian is never going to go out of fashion. All of us need to stop sleeping. Let’s start with a small step – Mumbai, stand up and reclaim the missing names from the voter lists. It isn’t enough to make a racket about your name not being in the list. You should be seriously offended at being denied your democratic right to vote.

If we can burn a million candles when a single’s person right is taken away, isn’t it the right time to burn a million candles for the rights of lakhs who were shooed away from the polling booths?

But again, I stand here and see that Mumbai is already back to its old ways of not caring and not doing enough. The city has already gone back to its pre-voting slumber.

Sweet dreams.

Jatin Sharma is a media professional who doesn’t want to grow up, because if he grows up, he will be like everybody else. ‘Overdose’ is Jatin’s take on Mumbai quirks and quibbles.

(Pictures courtesy dnaindia.com, livebharat.com)

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Alas! No voting for me this time

This Mumbaikar was about to vote for the first time, because the NOTA option got her all excited. But alas!
2012-09-23-408by Ritika Bhandari Parikh

Part 7 of the ‘Your Vote’ campaign for Lok Sabha 2014. 

I must confess that am 25 years old and do not hold a voting card. People who will read this will lambast me on my lack of sincerity in exercising a fundamental right, which we are lucky as a country to have been granted by our Constitution. And for the first time, I am feeling very guilty about not being able to participate in this greatest show of democracy.

Being a journalism student, I remember questioning my teacher on the purpose of the elections. With stories of rampant rigging, cash-for-votes and the audacious selection of candidates, there was no motivation to even try and fill the form for the voting card. A look at the candidates’ profiles and I knew that we had to choose between the devil and the deep sea. Adding to these doubts was the futile attempt by my younger sister to get a Voter ID card, not once but twice. Hopefully, she will be listed this time.

Before you dismiss me as a non-believer in democracy and voting, let me cite that my parents have a Voter ID card and religiously stand in queue to vote like many Indian citizens. Why, I once prodded my mom to show her inked finger and only then allowed her to enter the house.

Yet the 2014 elections beckon me to wish for a miracle, where my name is listed on the Voters Electoral list. This sudden votingtransformation from ‘why should I even vote attitude?’ to ‘I should vote’ is all because of the magic of NOTA.

The Election Commission of India has not only tried their best to encourage Indian citizens to go ahead and come out for voting, but given them an option to stick out their tongue and use the ‘None of the Above’ option as a weapon of choice. So despite my vote not helping any one person or party, this existence of choice helps me.

But alas, I woke up too late and hopefully time will heal this regret. With the making of my Voter ID card as my next important task, I can only ask other fellow voters to go ahead and cast that magical vote to any party or none of the above. You have a choice, make it count, be heard. Don’t take that weekend vacation, instead take a walk to your polling booth and stand proud. As for me, I shall just soak in the atmosphere at the booths and mope and pray for a miracle.

‘Your Vote’ is a column capturing the Lok Sabha 2014 fervour in Mumbai. The series ends with this writeup. We hope you’re casting your vote tomorrow.

(Pictures courtesy www.youthkiawaaz.com, s-philipraja.blogspot.com)

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Politicians undergo severe stresses

It’s not as easy as folding one’s hands and asking for votes. Relentless campaigning and travel are making politicians ill.
by The Editors | editor@themetrognome.in

Part 6 of the ‘Your Vote’ campaign for Lok Sabha 2014.

For most of us, election time is the one time we see all shapes and sizes of politicians, across party lines, become suddenly visible. We watch them tour our neighbourhoods with folded hands, asking one and all to vote for them.

Doctor Haresh MehtaHowever, it’s never as easy as it looks. Relentless campaigning, travelling all hours of the day, setting up or addressing mega rallies, dealing with the press – and all of this and more under a scorching sun – combine to cause huge stresses in our politicians. We got Dr Haresh Mehta (in pic on left), renowned cardiologist practicing at a number of premium hospitals in Mumbai, to tell us how stress can take a toll on a politician’s life.

Excerpts from the interview:

In your practice, have you seen a rise in the numbers of heart disorder cases arising due to stress?

Yes. Heart diseases due to stress have risen from 1 per cent in 1960, to 11 per cent in 2003, to 34 per cent in 2014 in India’s urban population.

What are the effects of stress on the heart?

Stress, today, is one of the biggest contributors to heart problems and the worst of the outcomes can be a heart attack. Stress often manifests itself in the form of rising blood pressure, high cholesterol levels, irregular eating habits, lack of exercise and a tendency to smoke. It raises the levels of hormones which are called catecholamine, or the ‘fight or flight’ hormones. These hormones are necessary adaptations at times of acute stress to help combat problems. However persistent increase of these hormones can lead to raised heart rate (palpitations), elevated blood pressure, and elevated blood clotting factors which can cause sudden blocks in blood vessels supplying blood to the heart. Prolonged stress can also lead to elevated bad cholesterol levels.

It is currently election time. Can you shed some light on the effects of stress on politicians?

The 2014 general elections are reportedly the most expensive, pegged at Rs 3,500 crore, and the stress levels of campaigning are high, especially considering the marathon for political parties. But in this hustle-bustle of campaigning, the candidates have over-stressed themselves so much that their health is deteriorating to the extent that the public are now concerned.

For example, one of our national political candidates is said to have lost 10 kg of weight due to stress of running campaigns and constant travelling and fasting. Another one is suffering from fever and bad throat due to stress and much pressure from party members. In all, their bodies have started to dis-function to an extent that they are diagnosed with either nebuliser or a daily dose of insulin.

Can you describe a politician patient who came to you seeking help to combat stress?

I have treated a few political leaders as well as volunteers. I particularly remember one young political leader who had come to me a couple of years back with a heart problem and had to undergo a bypass surgery at a very young age. Due to stress of the work that he was handling, which lead to irregular eating and sleeping habits, his work went completely haywire. On top of that, because of the stress of elections, he used to smoke heavily. All this compounded to give him a heart attack, necessitating a bypass surgery at such a young age.

What advice would you give politicians as they go about for election campaigning?

During campaigns, politicians must make the time for small meals at regular intervals to cope with an action-packed day. At some point of the day they must take the time out to go for a walk, or meditate. They must also cut the cord from whatever they are doing for at least 10 to 15 minutes in a day to de-stress themselves by dedicating those many minutes only to themselves.

(Pictures courtesy week.manoramaonline.com, thelasttradition.blogspot.com)

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‘Cutting edge technology made election advertising stand out’

How are outdoor advertising campaigns for political parties planned? And how was this election season different from the previous editions?
by The Editors | editor@themetrognome.in

As the election campaigning draws to a close in Mumbai, advertising across political parties is reaching a fever pitch. Lok Sabha 2014 has seen some of the most aggressive advertising campaigns from the country’s two principal parties – the Congress and the BJP. It seems that every available space, whether on print or online or on the air, has been taken up by election advertising.

Sanjeev GuptaThe Metrognome spoke to Global Advertisers’ Managing Director, Sanjeev Gupta (in pic on left), to find out more about the business of election advertising in the outdoor space.

Excerpts from the interview:

How does the election season benefit a business such as yours?
Outdoor media is the most important channel of communication for political campaigns, which mainly rely on political marches, rallies, morchas, dharnas, and door-to-door campaigns to get the message across. All forms of political campaigning happen outdoors. Moreover, 2014 is particularly special because the campaigns are managed with unprecedented professionalism and there is a marked corporate flavour in the way the campaigns are being conceptualised, planned and executed.

These factors are translating into good business. Our media properties played a prominent part in campaigns of nearly all major political parties. 

What are some of the requirements from clients?

All requirements from clients ultimately seek to accomplish one task – of scoring with the voters. They want advertising to be visible to voters. They want the media to work its magic at the right time.

Typically, an election campaign follows four stages: One, the introduction. Two, meeting the voters. Three, spreading information about the candidate/party’s USP. While the fourth stage is getting voters to choose the candidate on the big day.

At every stage, companies like ours offer our clients outdoor sites/ hoardings and other media to help them achieve their goals. We must hand-hold the client through the campaign, at every step, from printing to mounting of flex, and ultimately, to providing post-campaign feedback.   

What kinds of strategies are required to stand out among hundreds of other outdoor campaigns? 

Our strategy has been to coordinate very closely with clients, offer competitive rates, select media carefully and dish up the right media mix. Above all, we have been on our feet for 11 hours for the last three months to accommodate changes in plan, content and sites.

That said, the secrets of standing out in a crowded marketplace are not really new.

Be clear about what you set out to achieve. Be better at service, and with the quality of billboards and other media. Be different from everyone in the way you frame your message, offer tailor-made solutions that work within the budget and out-innovate the competition.

What are some of the new types of outdoor advertising seen this election season?

More mobile vans with mounted hoardings were used in this season than ever before. Parties used concepts like ‘chai pe charcha’ and ‘e-chaupal’ and successfully harnessed cutting edge technology and offered it to voters in different parts of the country, which created quite a buzz.

Even with traditional outdoor advertising, the complimentary role of online and mobile media has increased several-fold. These changes hint at the shape of things to come. 

This time, special creative content was designed for specific locations for better impact. There were cut-outs, LED, back-lit, 3-D and digital displays. The power of outdoor advertising was displayed like never before in this election. You can see this from the unusually high voter turnout this time.  

In monetary terms, what is the kind of boost that your business gets in election season? 

All things remaining same, this election season, we expect business to grow by 50 per cent compared to the same period in a non-election year. This is, of course, a rough estimate.

On an average, how much do political parties spend on outdoor advertising?

I cannot discuss figures without explicit permission of a client but if you know the campaign expenses that are made public, you can safely conclude that outdoors gets anywhere between 40 to 50 per cent of the total outlay in a political campaign.

How does outdoor score over other media when it comes to election campaigns? 

People who step out regularly either to commute, shop, visit friends or places of worship are more likely to step out to vote on the big day, too. It therefore makes more sense to invest in outdoor advertising than any other medium because the target demographic (voters) and the medium (billboards and other outdoor media) and the desired outcome (influencing voter behaviour in favour of a particular candidate/party on the day of voting) are 1) in the same geographical area, 2) are likely to be the same people (people who are outdoors on other days are also likely to vote on election day), and 3) the campaign, message, brand positioning can be tailored to address the specific demographic in that particular area.

Traditional election campaigns focussed on communicating achievements. This has changed as this time the efforts were on convincing voters and not merely communicating. The entire outdoor media fraternity – vendors, creative minds, agencies, mounters – have taken up this new challenge and have gone ahead to do an excellent job of it. 

‘Your Vote’ is a column capturing the Lok Sabha 2014 fervour in Mumbai. If you have an interesting insight or trend to be featured here, write to editor@themetrognome.in with the subject line ‘Your vote’.

(Pictures courtesy www.indiaprwire.com, globaladvertisers-outdooradvertisers.blogspot.com)

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Varanasi aims to halt the Modi juggernaut

Academics and mediapersons are gearing up in different ways to try and stop Narendra Modi from being elected in Varanasi.
Humra Quraishiby Humra  Quraishi

Part 3 of the ‘Your Vote’ campaign for Lok Sabha 2014.

“Halt Narendra Modi! Save this country from destruction!” This seems to be a common refrain in Varanasi these days. Just two days ago, the Varanasi- based historian, Dr Mohammad Arif – he taught at the Benaras Hindu University and now heads the All India Secular Forum – told me that Varanasi-based activists and academics is to halt Modi.

He said, “A person like Narendra Modi, who is a permanent source of anxiety and insecurity for very large sections of our society, cannot and should not be allowed to lead India…his infamous role in the massacre of over 3,000 Muslims in his State in 2002 is being brushed aside and he is promoted as morally ‘fit enough’ to lead the nation.

“False statistical claims, full of half-truths, are being used to present Gujarat as Narendra Modia model that all of India should follow to attain high economic growth. The voices of reason critical of Modi within his own party are being ignored and even attacked to silence them…”

There are several who are heading towards Varanasi to take on Modi, as the latter tries his luck from the fabled place. Shifting base from Noida to Varanasi for this stretch is the editor of The Bismillah News, Ahmed Suhail Siddiqui. He claims he is determined to take on Modi as an independent candidate.

To quote Siddiqui, “In Varanasi, candidates of all the parties are fighting a ‘fixed’ battle against Modi, to help him win. I informed them that if these parties were serious of the dangers of Modi becoming the Prime Minister of India, then why did their top leaders like Sonia, Rahul, Priyanka, Mulayam Singh Yadav not ensure Modi’s defeat by contesting against him in Varanasi and Vadodara? Instead , these parties have put up weak candidates.”

He continued, “Kejriwal is helping Modi all over India. Out of 450-odd candidates put up by AAP all over India, some 45 minority people have been put up by AAP. But AAP has not put up minority candidates from seats traditionally having a minority influence. Why? Is this not the other side of the coin of the same policy by which minority-populated seats were reserved for SC/ST to deny minorities natural representation in democracy?”      

In Delhi, there are others who are showing the courage to stand up and openly protest. Ravi Singh, co-publisher of the Aleph Book Company, resigned this week in protest of Rupa’s (Aleph’s publishing partner) decision to publish the English translation of 67 poems of Narendra Modi. The volume is set to hit the market during the ongoing election season.

Humra Quraishi is a senior political journalist based in Gurgaon. ‘Your Vote’ is a column capturing the Lok Sabha 2014 fervour. If you have an interesting insight or trend to be featured here, write to editor@themetrognome.in with the subject line ‘Your vote’.

(Pictures courtesy www.indiatvnews.com)

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Why you should vote…even if your choice is NOTA

Lok Sabha elections are just around the corner for Mumbai. Here’s why exercising your vote would be a good idea.
Pooja Birwatkarby Dr Pooja Birwatkar

Part 3 of the ‘Your Vote’ campaign for Lok Sabha 2014.

After several months of hoopla, the elections have finally arrived. It’s the time of the year when the common man suddenly assumes huge significance and becomes the focal point of political parties’ attention. Your vote counts and that makes you wanted by all – so what if these same ‘all’ neglected you and your voice for years? These unheard voices and pleas of the common man having fallen so far on deaf ears will suddenly now be heard.

Sometimes, this whole scenario makes us feel so betrayed by the political system that we decide to take our revenge by not voting. One feels, “Why should I vote now, after all, where was I all these years?” Yes, you are right in feeling so, but at the same time, this is not the way to ‘penalise’ the system. This way of punishing the system is counter-effective, as in the end, we stand out to be losers, too.

The serious tone at the polling station makes you realise how the voting process is not a joke, and how valued your contribution to it is. As one goes behind the box to use the electronic voting machine, you are free in that moment to discard all the opinions and judgements passed on to you, all the promises made by political parties. It is you who will decide, at that moment, which button to press.

I have pledged this time that I will vote. Whatever be my decision – to choose a party or to opt for NOTA (None Of The Above) – I will go and cast my vote. I have a small son, for whom my dream is that he should be a responsible Indian citizen, and this is my duty as a parent. I want to show my son that I follow my civic duties and take my citizenship seriously. Hence, I will make sure that on Election Day, I go and perform my duty with utmost sincerity.

For those who are still not convinced, there are some not-so-serious reasons to go out and vote as well. You can show off the little blue dot on your fingernail and boast about howNOTA option you are a true Indian. Trust me, the moment the indelible ink is put on your finger, you feel the liberation that comes from having made a choice. The whole experience of going to the polling station is unique. Standing in line as you wait for your turn, you witness a whole range of activity. The serious tone at the polling station makes you realise how the voting process is not a joke, and how valued your contribution to it is. As one goes behind the box to use the electronic voting machine, you are free in that moment to discard all the opinions and judgements passed on to you, all the promises made by political parties. It is you who will decide, at that moment, which button to press. You are in your own bubble – you, the partition cordoning off the EVM from others’ eyes, and your decision to cast your vote. It feels like you are looking at a treasure chest, and the key is known only to you.

Whether you want to experience the magic of voting or not, do consider this: whether you vote or not, someone is going to win and capture the seat. So why not do your calculations and help the right people win? The anxiety and happiness to see someone you voted for winning, is a very different experience. You feel like you actually made a difference. Of course, maybe one would still lament and blame the elected ones later, but you would know you chose them and that changes your approach to your own criticism. Besides, what stops you from reminding your elected representative why you elected him or her in the first place?

Sure, April 24 is a holiday for voting and we like holidays, but this is a holiday with a purpose. Go early and cast your vote – it hardly takes any time – and you can have the rest of the day to yourself.  

‘Kaun vote kare? Sab ek se hain…I like no one.” Don’t say this, please. Go vote. Believe me, you will like the experience.

Dr Pooja Birwatkar is currently pursuing post doctoral research and working in the area of science education. ‘Your Vote’ is a column capturing the Lok Sabha 2014 fervour in Mumbai. If you want to be featured here, write to editor@themetrognome.in with the subject line ‘Your vote’.

(Pictures courtesy india.blogs.nytimes.com, www.tntmagazine.in. Images are used for representational purpose only)

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