That politics is serious business is not new, but what is is the professionalism that has come to define every aspect of electioneering. And in keeping with the times are the 'songs of politics'.
What used to be a locally produced jarring parody is now a studio-recorded anthem penned by a Bollywood lyricist.
The Congress, perhaps, was the first party to use an anthem in the 2009 elections when it had bought the copyrights for popular AR Rahman melody 'Jai ho'. This time too, it has released a song album titled 'Haath ke saath chalo'. The songs are professionally written, composed and sung.
The SP, which began preparing for 2012 elections much earlier than other parties, trusted senior leader and former MP Uday Pratap Singh to infuse the party spirit into its anthem.
While the political guru of Mulayam Singh Yadav penned Yeh samajwadi jhanda, yeh samajwadi jhanda; Itihaas liye balidaano ka; Isme dikhta aks Lohia-Gandhi ke armaano ka, Bollywood singer Javed Ali sang the 6min song to the tunes of Nikhil (of Nikhil-Vinay Bollywood duo).
Yadav released the song at the Saifai Mahotsav last year. Now, every rally, public meeting and yatra starts with this anthem.
"The BJP anthem Hum Dengey Sudhari Sarkar is sung by established as well as upcoming Bollywood singers," said Mukhtar Abbas Naqvi, national vice-president of the BJP. He added another one was in the making.
BSP chief Mayawati released a CD of party songs on her birthday on January 15. The professionally cut CD is to be used by all candidates.
These songs are helping parties and candidates standardise their campaigns.
From media managers and campaign heads to corporatisation of the party office or the leaders' dress, and party anthems - everything is part of a well laid-out plan.