"Political Consulting is Not a 'Work from Home' Job; It is a 'Work from Anywhere' Job," Says Anant Tiwari

Anant Tiwari, Director of Showtime Consulting, participated in a panel discussion at the conference on Day 1 consisting of industry experts like Amitabh Tiwari, Hamraj Singh, and Aseem Prakash, with A.K. Varma moderating the session.Presenting his insights to the panel and dignitaries in attendance, Anant Tiwari stated, "Having started my journey in the political consulting domain in 2013, I have had the privilege of living in various parts of the country. I highly recommend the same to anyone considering a career in this field. Being on the ground—interacting with people, understanding their sentiments, speaking their language, and experiencing their culture—plays a crucial role in shaping narratives. For those who think this job can be done remotely, it certainly cannot. This is not a "work from home" job; it is a "work from anywhere" job. Anyone aspiring to join this field must be ready to be present on the ground."

Anant Tiwari further added that most major inventions, such as airplanes, satellites, and radio, emerged during times of war. Similarly, elections today have become a battleground where politicians go to great lengths to stay in power. Over the past six years, this industry has grown tenfold, transforming the entire system. What once didn’t exist as a formal industry has now become a key player in political strategy. Credit must be given to those who have built this domain from the ground up, employing individuals and helping them sustain their livelihoods.

He asserted that Showtime Consulting, established in 2019, has successfully managed three major campaigns in Meghalaya, Andhra Pradesh, and Maharashtra. Each campaign brought notable achievements. Meghalaya, for instance, is witnessing a Chief Minister serve a 10-year tenure for the first time in its history. In Maharashtra, the influence of Shiv Sena has grown significantly, even surpassing its strength from previous elections when it was united. In Andhra Pradesh, the Telugu Desam Party (TDP) achieved an unprecedented 94% strike rate in a state with a population exceeding five crore—an achievement never seen before in the country.

When it comes to strategy, Anant Tiwari said that it is divided into three key aspects: the mode, the medium, and the message. "If we look back at the 1952 Lok Sabha elections, there were 489–500 seats and a population of around 40 crore. Today, there are 543 seats, but the population has grown three to four times. While the number of parliamentary constituencies has only increased marginally, outreach mechanisms have evolved to engage the larger population more effectively. The narrative must always align with the personality of the leader it represents," he added.

Speaking at the conference on Day 2 on the topic, Alimpan Banerjee, the Associate Director of Showtime Consulting, said that there are well-defined systems and processes in political consultancies that allow individuals to grow through the ranks. "It’s not just a select few at the top who will remain there forever. However, many people in this industry don’t last long, often due to unmet expectations or a lack of perseverance. But if you are determined to stay, this can turn into a long-term career."

Alimpan Banerjee explained that the number of people an elected representative in India has to serve is higher than anywhere else in the world. "So how can they effectively reach out and engage with the public without the support of back-office professionals and consultants?" he questioned, stressing the need of political consultancies. "Even in policy decisions, real-time feedback and public perception play a crucial role in shaping or modifying policies. If we analyze the rise of the ruling party and the growth of social media in India, we see that both evolved in parallel. The ruling party was an early adopter, recognizing the limitations of traditional media, news anchors, and intermediaries. By leveraging social media, they found a direct way to engage with the electorate on a massive scale, bypassing traditional gatekeepers and reshaping political communication," he added.