Beyond the spotlight, the voices that power poll campaigns

Explore the pivotal yet overlooked role of voice-over artistes in shaping modern election campaigns beyond the candidates' spotlight.

Anbana Vaakala Perumakkale, Sindhipeer, Vaakalipeer (Dear voters, think and vote) — these Tamil phrases echo through the streets from a passing campaign autorickshaw, drawing the attention of residents and shopkeepers. While the candidates command the spotlight on the stage, the voice-over artistes often play a quiet yet significant role in shaping the reach of election campaigns.

The voices behind these campaigns have evolved over the years — from simple loudspeaker announcements with hand-held microphones to scripted voice-overs tailored for autorickshaws, social media reels, and digital campaign vans — making such artistes an increasingly vital, if often unseen, part of modern electioneering.

Mercy Chitra, a Chennai-based television news anchor, has been lending her voice to voter awareness messages and candidates’ campaigns. Ms. Chitra, who has done voice-overs for various government projects, says her clear, resonant voice has earned her projects for the second consecutive election.

“This work needs perfection and intense efforts. While I maintain warmth, I also need to bring in the emotion needed for campaign audios. There have been days when I have recorded for five hours for more than 10 different scripts. Though the actual script may run for 10-15 minutes, we often go for retakes for on-the-spot improvisation in the script, perfection in tone, and voice modulation,” she says.

With technological advancement and changing trends, the field has more such artistes now. “I often write my own scripts for voter awareness and candidates’ campaigns. I have even sent audios in voice notes during odd hours to meet immediate needs. But all the pain melts away when the people recognise my voice. I have made videos for candidates in southern districts, too,” she says.

Voice-over artistes are often cautious and self-aware of the social responsibility in communicating the right messages to the people. For Vignesh L., who has been lending his voice to election campaigns since 2021, diction, tempo, and breath control are crucial, especially during live road campaigns, including north and central parts of Chennai.