Kerala local body polls: How printing industry is reaping big gains as candidates woo voters

The trend of posters featuring candidates in cinematic frames, seen in the previous Assembly and Lok Sabha elections, found its place in local polls as well. Unlike in the past, candidates are now opting for print materials in multiple designs and sizes, providing job opportunities for creatives. Seizing the opportunity, industry stakeholders join hands and offer services from photography to printing in a coordinated manner. Services are offered in packages that include photo shoots, poster design and real shooting.

The cost of a poster photoshoot ranges from approximately ₹1,000 to ₹5,000. “Some offer services at low cost, but the expenses go up when professionals do the job with the necessary facilities,” says Kochi-based photographer Arun Chandrabose.

“It’s rare for candidates to appear in traditional white-on-white posters anymore. This way, even if someone shows up for a photo shoot, we persuade them to wear colorful outfits to make the posters even more impressive,” he says.

looks ahead

Printing industry representatives say that elections are a period they always look forward to.

“Local body elections offer good business opportunities to both small and large-scale printers as candidates and leaders often assign jobs to printers in their localities. Even though the number of copies required is low compared to Assembly or Parliament elections, printers benefit as there are more candidates in the fray in tri-level polls,” says O. Venugopal, coordinator of Kerala Master Printers Association. He says around 10 crore copies of campaign materials will have to be printed for elections in the state.

Y. Vijayan, president of the Kerala Printers Association, says the industry is benefiting as candidates want new posters to arrive throughout the campaign. “Printers in the state have the facilities to complete all the required work without delay,” he adds.

Printing cost varies depending on factors such as location of printing and quality of materials used. Depending on the printers, the cost can be between 5,000 and 7,000 Indian rupees for 1,000 copies on glossy papers. It is said that the posters are printed with ink that does not fade if the weather is hot, but the papers cannot withstand rain.

Anand, a flexible printer in Kochi, highlights the demand for posters in larger sizes. “Due to limitations in flexible printing, candidates have to print on fabric materials. However, this time we are printing more materials in larger sizes on advanced poster papers,” he says. The demand for high-quality booklets as campaign material contributes to the industry’s choice.

A Congress leader in Kochi Corporation, who is seeking re-election, admits that candidates from different parties have succumbed to the pressure of the poster war. “Campaign expenses can be significantly reduced if candidates use digital media wisely,” he says.