Our thesis
Elections are won booth by booth.
No candidate controls the national mood or the state wave. Every candidate can control what happens in their booths. That is where we help you win.
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The booth
The booth is where you can act.
About a thousand people vote here. They are neighbours. They share the same road, the same water supply, the same school. You can know them.
Its record
Its people. Its issues. Its history.
Who lives here: its communities, its age groups, its new voters. What they want. Where your party is strong, and when its voters stay home. A candidate can act on all of it.
Ward
Booths add up.
Twenty booths make this ward. Two booths on the same street can move in opposite directions. An average hides that. So we read each booth.
Assembly seat
Your seat is the sum of its booths.
About 240 booths make one assembly seat. Each one moves on its own. Here, dark booths turned out strongly and grey booths did not.
The loss
A loss is never spread evenly.
This seat was lost by 2,140 votes. Most of that loss came from 18 booths. Win back about 120 votes in each of them, and the result flips.
Above your seat
Here, the waves begin.
Lok Sabha and state campaigns bring their own stories. Those stories move many seats at once.
State
You cannot control the wave.
A state mood or a national mood can lift every candidate, or sink every candidate. No single candidate decides it.
India
Waves decide big margins. Booths decide close ones.
Each small booth on this map is one assembly seat, shaded by its turnout in 2024. You can see the regional waves. You can also see that no two seats are the same.
Source: ECI, General Election 2024. Votes per booth estimated from assembly-segment results and 922 electors per booth (national average). Map is symbolic: one tile per assembly seat, drawn within India's official outline (LGD district boundaries). Small squares mark areas with no assembly-seat data.
Our thesis
Win what you can control. Make it big enough to matter.
Every election has two parts. One part is decided far away. The other part is decided in your booths. We work on the part you control, and we make sure it adds up.
Outside your control
- The national narrative
- The state narrative
- The party wave
Important. Real. The same for every candidate in the state.
Inside your control
- Who lives in each booth, and which groups vote together
- The issues in each booth
- Your strongholds, and the booths you can take
- How each booth votes, and when it stays home
- The history of each booth
- The story your seat believes
- How voters see you
This is where close seats are won. This is where we work.
Half of all Lok Sabha seats in 2024 were won by more than about 60 votes per booth. There, the wave decided.
1 in 15 were won by fewer than 10 votes per booth. There, the booths decided.
No candidate knows in advance which kind of seat they will fight. So prepare every booth.
Estimated from ECI 2024 results by assembly segment (EVM votes) and 922 electors per booth.
Booth stories
Small changes in a few booths. A different result.
Four patterns we see again and again. Each one starts in a small set of booths and ends in the result.
- The situation
- What the booths showed
- The move
- What it added up to
Illustrative cases, built from patterns we see in our work. Booths and numbers are examples.
How we work
One story, from the booth to the button.
We work at two levels: each booth, and the whole seat. Both levels must tell the same story about the same candidate.
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Booth
Know every booth
We study each booth in your seat. Who lives there: its demographics, its communities, its new voters. What they want. How they voted, and when they stayed home.
Past results · the voter list · the booth map · surveys · local news
ExampleA booth had voted for the party for 15 years. Everyone called it safe. But the voter list showed 180 new names: young, salaried families in new flats. Nobody had asked them for their vote. Past results could not show this. The voter list did.
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Booth
Act booth by booth
Each kind of booth needs a different job. A stronghold needs its voters at the booth. A swing booth needs a reason to choose you. A weak booth needs a few names, not a full campaign.
ExampleIn 22 strong booths, turnout fell in the afternoon. The plan gave each booth worker 25 families, by name, and two call times on polling day: 11 am and 3 pm. The goal was only 10 more votes per booth, from people who already supported the candidate.
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Assembly seat
Build one seat narrative
The few issues that matter across the whole seat. Your social media speaks to those issues, to the people of this seat, not to the whole state.
ExampleDrainage came up in 140 of 240 booths. So the seat narrative led with drainage. The posts named the streets that flooded, and showed the candidate on those streets. The state slogan came second.
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Candidate
One candidate, one story
The booth work and the seat narrative must show the same person. We make sure every message adds up to one clear picture of you.
ExampleOlder voters knew the candidate as a party worker. The new flats did not know the candidate at all. One story served both: the person who gets the water tanker to your street. Booth meetings, posts and the door-to-door script all told that story.
One booth, ten votes
How a booth turns.
We do not replace your workers on the ground. We tell them which booth, which family and which issue. Then we check every booth, every week, and move the effort to where it is needed.
- +5Bring out your own voters. Supporters who stayed home last time. Each worker gets their names and a time to call on polling day.
- +3Answer the booth's issue. Water comes three days a week on two streets. The candidate takes it up in public, on those streets, before polling day.
- +2Add the missing names. Supporters who are not on the voter list. Workers help them register before the list closes.
Ten votes in each of 240 booths is 2,400 votes. That is more than the 2,140 votes this seat was lost by.
Try it
From a few booths to a majority.
In this example state, a majority needs 113 seats. One side has 112. Its closest loss was by 2,140 votes. Move the sliders.
We pick the booths that were closest last time.
Supporters who come out to vote this time.
0 booths × 0 votes = 0 votes
The seat is still lost. 112 seats.
Violet: booths you work on
−2,140
112 seats. Majority is 113.
Illustrative example. Real margins change from seat to seat. The arithmetic does not.
Contact
Win your seat, booth by booth.
Talk to us before your next election. Every briefing is confidential.