by Viral Shah.
From 2010, I worked in the Aadhaar project for three years. This
helped me learn how Government works and how it does not. The one big
takeaway from my experience of working with the Executive arm of the
Government was that to bring about true and lasting change, to
restructure our defunct institutions and build new ones, one needs to
engage with the Legislative arm, with politicians.
Politics in India is a cottage industry. Everybody loves to talk
about it; most are cynical; very little is known about how things
actually work. The professional ways of working -- which are found in
business, science and slowly in government -- are least visible in
politics. In particular, the crucible of politics -- the election
campaign -- is just black art. In the last 20 years, we have seen
family businesses get shaken up, professionalise, and embrace
technology and process engineering. We have seen some parts of
government do the same. We have seen a transformation of some parts of
academiaa. The one place which has seen the least change is politics
in general and election campaigns in particular.
This suggests opportunities for achieving important change. Shankar
Maruwada, Naman Pugalia and I started a company -- FourthLion Technologies -- to
provide professional services to political campaigns. Over a couple of
campaigns, we have slowly learned how elections in India work. We have
looked at an array of data from various public and private sources,
and developed tools and technologies to aid election campaigns in
multiple phases.
Elsewhere in the world, election campaigns are run through
scientific management. In the US, both the Democratic and Republican
parties have voter databases, where one can search for any voter by
name. Through a variety of analytical methods, campaigns know fairly
well which voters are likely to vote for them, and which ones are
marginal, and on which groups of voters, no resources should be
expended. Starting with such databases, every voter contact is
recorded (a volunteer knock, a telephone call, a letter sent, an
email, or a tweet) in the same way companies manage customer services
through a CRM system. It took a decade of work for the machinery of
election campaigns in the US to get to this stage, to transplant ideas
which were well developed in the world of business.
When thinking about election campaigns in India in a professional
way, there are many challenges. There are multiple parties, many races
are multi-cornered, and with first-past-the-post elections, a
candidate can win with as few as 20-30% of the votes. The voter lists
are very poor in quality, with every possible error of inclusion and
exclusion. They do not capture the large scale of urban migration and
are often tampered with. Although the Election Commission of India has
made great strides in conducting free and fair elections over the last
several decades, much more remains to be done, and the quality of the
voter list is perhaps the weakest link in Indian democracy today.
Every election has three natural phases: Registration, Persuasion, and
Turnout. A campaign should start 6-12 months before voting date, by
registering voters. Three months before the election, voters need to
know the candidate and be persuaded, and finally the last week is
focussed on "Get The Vote Out", or Turnout. At each stage of the
campaign, one has to focus on the message and mobilisation. The
message is all about what the candidate says and does, and
mobilisation is about execution on the ground, in the digital sphere
and in the media. Each stage as a distinct methodology for scientific
management, and the problems faced can be quite surprising. As an
example, it is not uncommon for 2 to 3% of the population of a
constituency to be working for all the candidates, put together, in
the last 2-3 weeks. This calls for the processes of large-scale
management.
We provide tools and technologies for different parts of the campaign,
starting with coalition dynamics, seat selection, analysis of past
elections, formulation and testing of messages, calculating the reach
of every channel (hoardings, TV, radio, print, etc.), managing call
centres, and a control room for the turnout operation and voting
day. We use data, analytics, and technology at every stage of a
campaign to aid decision making and efficient deployment of
resources. Traditional politics often deploys resources in a "Spray
and Pray" manner, while we try to combine all available information
and intuition so as to use resources more effectively.
In our experience, an incumbent who has a good chance of getting
the ticket has a head start as he is able to do preparatory work for
the campaign well ahead of time. As emphasised above, the campaign
should really start 6-12 months before the voting. All too often, in
India, candidate selection is left to the last minute. This makes it
impossible to mount a serious campaign, and generally plays in favour
of the incumbent. Once we start thinking of an election campaign as a
systematic project, this induces the discipline of a minimum time
period that is required to execute all the steps, just as is the case
with all well planned projects.
On one hand, our thinking about process improvement for election
campaigns consciously draws from successful techniques of scientific
business management which have been perfected in the worlds of
business, science and government in India. Along the way, we have seen
that the speed, agility, and scale required in political campaigns in
India is something unique when compared with the worlds of business,
science and government in India. To some extent, we are seeing
innovations in the field of election campaigns that can usefully
inform, and sometimes get directly transplanted, into the other three
worlds.
We are learning how our democracy works. The accountability is
jarring, as any politician will tell you: voters make every possible
demand, and speak their mind to the candidate, in as direct a way as
can be. Millions of micro-deals are struck with candidates by
individuals and groups of people. These are genuine deals about
actions of the State and not bribery or corruption. These micro-deals
bubble up into the processes of government and ultimately shape
policy. It is a rough and tumble world which clashes against our
dreams of representative democracy, but it is also astonishing how
much this is about representative democracy.