Click to play videoJalandhar (Punjab): In the land of pulsating drum-beats, boisterous music and the energetic bhangra, music is a great connect.
Which why Punjab politicians - grappling for power and uncertain of which way the voter will vote - are using music in a big way to reach out.
Therefore, music companies and studios across Punjab are running to tight schedules as the politicians have figured out the best way to get voters to tune in.
For a state addicted to music, this is perhaps the best way to reach out and for music companies, elections are music for their ears.
Jalandhar's Rimpy studio is just one of the many making music while sunshine. Generally focusing on pop videos, this time the owners of the studio have taken a break to get involved in the election frenzy.
Earning a profit of over Rs five lakh per album they record, elections ring in good times for the .
"Congress focuses on its achievements, they do not want personal attacks. But Akalis are direct in attacking personalities," says music composer Nimisha Chopra.
Nimisha is working overtime and her recording studio produces albums which she hopes would help her clients win votes.
The politicians who often raise their pitch to reach out are confident that music would do what they cannot
"Punjabis love music. They understand and they listen to us,” says Punjab Industries Minister, Congress’ Avtar Henry.
It’s estimated that political parties like the Congress and Akali Dal have earmarked 30 per cent of their campaign expenditure for these albums.
Well, its a different song which the politicians are playing, at least in Punjab.
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