According to sources in a local TV channel, the BJP has to shell out around Rs 2,000 a day for short ads that last between 30 seconds to one minute. These are telecast seven to eight times a day. “The party pays about Rs 5,000 a day for longer ads. These are about 10 minutes long and are broadcast twice a day,” they added.

Sources said that as per the prescribed rates, parties have to pay between Rs 10,000 to 30,000 to shoot the ads, depending on their length. Camerapersons are hired both locally and from outside the state.

“If some additional shots are required, they are arranged by the political parties on their own,” informed Arora. “For a three-minute ad, shooting can take up to three days and some of the shots were even arranged by the political party,” said a local cameraman who did not want to be named.

The BJP, of course, believes that it’s all worth the time and money. “Television advertisements help a lot, but they are to be further aided by the door-to-door campaigns and public meetings,” said a BJP candidate.