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Maharshtra polls: Prithviraj Chavan does a Narendra Modi, projects himself as perfect chief minister

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Notwithstanding the results of Lok Sabha elections, Maharashtra chief minister Prithviraj Chavan has emerged as a 'strong' face to lead the campaign for the Congress party in the upcoming state assembly elections.

What is Chavan doing to promote himself?
Taking a leaf out of prime minister Narendra Modi's book, who used the media to project himself as an effective and stronger prime ministerial candidate, Chavan has roped in multiple PR and image makeover firms to project himself as an effective administrator and a progressive leader.

What are the PR firms up to?
These PR firms have been busy interacting with newspaper and television reporters and giving them time for interviews at Chavan's official residence — Varsha. This has created an impression in general that he is the lone face-saver for the Congress. In the process, Chavan has sidelined all senior party leaders, including state campaign coordinator committee head Narayan Rane and former CM Ashok Chavan. Alliance partner and deputy chief minister Ajit Pawar is also nowhere in the picture.

Initially, the PR firms arranged interviews for the chief minister with Mumbai-based journalists group-wise and later on a one-to-one basis. The interview slots have been given considering the importance of the publications and channels. In fact, in a couple of financial dailies, Chavan's interviews have appeared twice in the gap of a few days.

Chavan calling up editors personally
"Chavan is using his Delhi contacts (he was in the prime minister's office) and calling up editors and senior journalists personally to interview him. It
is embarrassing to see similar interviews more than once in our paper. It shows that we are part of the CM's PR exercise. Editors from Delhi are also coming to Mumbai since they have been called by the chief minister himself," said senior journalist on condition of anonymity.

"Each interview slot with the CM has been given strategically to various linguistic publications so that his presence will be felt everywhere and every day, irrespective of the language. The strategy is working positively so far and it is paying the PR firms as well," said a person close to the chief minister.

Chavan's face has been used in government ads
On the other hand, other Congress leaders and NCP leader Ajit Pawar have gone into a shell by ignoring the media or not taking any initiative by calling reporters for interviews. Besides, Rs120 crore earmarked for the state government advertisements seems to be using the face of Chavan only.

"I complained to the CM saying that a minister of particular department also worked hard to approve and implement various schemes and projects. But in these state ads, he was ignored. Chavan ignored me and the ads continue to project him only," said senior a Congress leader.

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