Confessions of a Political Spin Doctor

“Politicians don’t read. They ask others to read to them, often only articles about themselves. I get them the latest political books…”

“Politicians don’t read. They ask others to read to them, often only articles about themselves. I get them the latest political books…”

Politicians no longer chew paan or paan masala in public. It is now cardamom or cloves. TV has made them image conscious. Shiv Sena president Uddhav Thackeray got his smile altered from an orthodontist to minimise his buck teeth. Their obsession with image makes my job easier because they are willing to listen. A face massage is a must for most politicians because they feel it takes the years off them. Many are signing up with dieticians and gyms. The potbellied politician may be a thing of the past. But I often have to tell clients to go easy on the hair dye or dressing styles that look outlandish on a sagging body.

Congressmen got conscious about their image after Sonia Gandhi took over the party. I have got English tutors for so many of them. Now with Rahul Gandhi wanting technocrats, suddenly Congressmen are carrying laptops. It is part of the image. Even those who do not know how to use it, will be seen with a laptop. They think it establishes a connection with the Gandhis.

Uddhav and Raj Thackeray both hated being in the public eye. Uddhav kept abreast of current affairs but was shy of coming into the public glare. Raj avoided reporters because he was not well read. I remember an incident right after Raj launched the Maharashtra Navnirman Sena. The Union Budget had been announced and every reporter wanted his reaction to it. He refused to talk to anyone as he did not know how to read a budget or the jargon.

Politicians never carry money in their pockets. They look around even when they have to offer some change at a pooja. I tell them to always have some money with them and not publicly ask from others.

Politicians do not read. They ask others to read to them, often only articles about themselves. I get them the latest political books so that they can be better at debates. I keep close tabs on book reviews and buy the most talked about ones for them. I tell them to read at least one page a day.
Women politicians do not believe in spin doctors. In fact, they do not listen to advice. They follow their own course. And few make mistakes when it comes to their image. They are always politically correct.

(He has been advising politicians in Maharashtra for nearly 25 years now)

As told to Haima Deshpande

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arindam