t’s that time which arrives in every five (or so) years — at least that’s how it’s supposed to be - when all you want to hear about is the big contest, or fight, between your favourite contestant/ party and their rivals. This, no prizes for guessing, is the election time. However, unlike in the past, the February 8 polls don’t seem to be following what is commonly described as ‘election frenzy.’

The city of Lahore, which has historically witnessed political leaders lead highly charged mobs in their androon shehr rallies; and where the mood close to the elections is always festive; and all you see around are the flyers, banners, posters and hoardings of different political parties partaking in the dangal (local figure of speech for the polls). This time around, it’s rather low-key; at least so far.

As political parties launch their mobilisation campaigns across the nation, things are expected to hot up. The parties’ administrations are said to employ a mix of traditional and modern electioneering tactics.

Muhammad Shakeel, the proprietor of a printing press situated in the bustling Urdu Bazaar, tells TNS of the rising demand for election-related materials. He says that with the announcement of the election schedule, he “wasted no time and promptly hired additional staff, in anticipation of a surge in business.

“In recent years, publicity materials have evolved, mirroring trends observed in corporate campaigns. This shift is evident in the campaigning strategies adopted by the political parties and their candidates,” he adds.

If Shakeel is to be believed the promotional items are increasingly diverse; “it’s not just the conventional posters and banners.” He says he “had to engage a few extra graphic designers and other occupational staff to meet the growing demand for flags, badges, mufflers, T-shirts, and caps tailored for candidates representing different parties and constituencies.”

The momentum at Shakeel’s press picked up noticeably after the scrutiny of nomination papers was complete and final lists were issued. Last week alone, he received orders to manufacture badges and flags for candidates hailing from Sukkur in Sindh and Buner in Khyber-Pakhtunkhwa, which were in addition to the orders from Lahore.

Shakeel explains, “The election season injects vitality into our operations. The diverse range of orders we receive shows the dynamic nature of present-day electioneering, where the candidates employ an array of promotional materials to connect with the voters.”

Muhammad Yameen, a trader based in Royal Park, throws some light on what he calls “a calculated approach” adopted by businesses in the early days of the election season. He says the only items deemed safe for preparation during the initial phase are flags and badges representing the political parties in the race. He identifies the major players: the PTI, the PML-N, the PPP, the JI, the TLP, the JUI-F and the MQM-P. “We produce their flags and badges in bulk, as these are always in demand,” he declares.

The diverse range of orders we receive shows the dynamic nature of present-day electioneering, where the candidates employ an array of promotional materials to connect with the voters,” says M Shakeel, the owner of a printing press.

When asked about the cost of manufacturing party flags, Yameen says, “It depends on the volume/ quantity of the items ordered. The rule remains that larger orders will translate into lower costs. Typically, a flag measuring 21x32 inches is priced at Rs 30-35, making them an affordable and effective tool for political candidates to connect with their supporters.”

As campaigning picks up, the proprietors of printing units in Lahore eagerly await instructions from the Election Commission of Pakistan. Adhering to the rules and regulations laid down by the ECP is of paramount importance, says Shakeel.

Traditionally, the press men who play a pivotal role in shaping the visual narrative of election campaigns design their own publicity materials. At the same time, they work on instructions from the candidates. As per Shakeel, the campaigning taking place in colder months has prompted a surge in orders for scarves and mufflers adorned with party colours and related text.

With parties finalising their candidates, the preparation of flex banners and steamers has gained momentum. A flex banner is priced at Rs 24 per sq ft, the standard size being 2x3.

Many proprietors express disappointment at PTI’s lack of visibility in terms of election materials. They say that the PTI candidates are not being allowed to use the picture of the PTI founder, Imran Khan, and the party name on their materials; though, they can use the party colours as backdrop.

Once the banners are ready for installation, different contractors, such as Kaali Khan from Muzaffargarh, assemble their teams to ensure the materials are placed strategically and in time. In response to a query, Khan says, “We charge Rs 50 for hoisting a banner on an electricity pole and ensuring an effective point of view for our client.”

The installation teams often work at night time, starting at around midnight and working until the job is done.

The catering sector is another beneficiary in the run-up to an election. Nazar Sons, a catering service provider in Gulberg, talks of a massive growth in business as corner meetings and public rallies are arranged in the city. Muhammad Usama, the administrator of the place, says that election offices mostly order chairs and rugs. As electioneering intensifies, they also regularly order food, particularly biryani and chicken quorma.

The writer is a media veteran interested in politics, consumer rights and entrepreneurship “