In TV ad war, it's Ajit's 'speedy governance' vs Chavan's 'clean image'

  • Surendra P Gangan, Hindustan Times, Mumbai
  • Updated: Oct 04, 2014 18:40 IST

Taking a cue from former chief minister Prithviraj Chavan, his former deputy Ajit Pawar has also planned a similar independent television commercial in a bid to boost his image.

The advertisement, which will be telecast on TV channels in the coming days, seeks to depict the Nationalist Congress Party (NCP) leader as a forthright, quick decision-maker, who keeps his word and has impeccable understanding of socio-political issues.

Recently, Chavan shot a commercial projecting himself as a leader with a clean image who focuses on ethical governance. It has proved to be one of the hit political advertisements of the campaign so far.

Political observers feel that the advertisement not only succeeded in distancing Chavan from allegations of corruption, but also raised the former chief minister’s profile. This reportedly upset NCP leaders, who no longer see eye-to-eye with their former ally. Sensing the advertisement’s impact, Ajit Pawar decided to shoot one of his own.

“The commercial will showcase the persona of the leader the way people know him,” said a NCP leader on the condition of anonymity. “He is popular among the people for his forthright speeches, speedy decisions, hard work and passion to keep promises. He wakes up early in the morning and is busy throughout the day working among the people.”

The advertisement was shot earlier this week in Mumbai, and is not part of the NCP’s advertisement strategy.

“Since the party has announced that it will fight the election under collective leadership, there was no question of individual TVC planned as part of the strategy,” the NCP leader said. “But Chavan’s advertisment was so damaging to the party that Pawar decided to launch a counter. The independent advertisement was shot hurriedly and is highlighting ‘speedy governance ’, indirectly hitting out at Chavan.”

But party spokesperson Anand Paranjape denied that the advertisement was targeted at Chavan. “All our commercials are positive in nature projecting only the works done by our government,” he said. “The one shot on Ajitdada would also have the photographs of other former party ministers towards the end. It is not an attempt to counter Chavan.”

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