political strategist Prashant Kishor

publicity campaign for the SP government's welfare schemes

electioneering for SP

connect with the youth

LUCKNOW: After Congress's attempt to reclaim its position in the state through, the ruling SP has roped in world-renowned political consultant Steve Jarding of Harvard University to handle the election campaign for its attempt to win a second consecutive term. Jarding, a campaign manager and political consultant for the Democrats in the US, was already advising SP on various issues, but is now officially on board.Jarding teaches public policy at Harvard Kennedy School. He has been a campaigner, manager, political consultant and strategist since 1980. His clients include US Democratic presidential nominee Hillary Clinton and former US vice-president Al Gore , and Spanish Prime Minister Mariano Rajoy.On assuming command, the first thing Jarding did was redesign the, and actress Vidya Balan was roped in to endorse Samajwadi Pension Yojana. Talking exclusively to TOI in Lucknow, Jarding said: “Samajwadi Pension Scheme has reached far and wide, but the problem is that the beneficiaries don't know whether it is a state scheme or central. So I suggested to the chief minister that the publicity programmes and campaigns be redesigned.“Jarding, who is in the city with his team to finalise the micro-level management of, claimed that CM Akhilesh Yadav had an “impressiveand people in rural areas, who see him as a person dedicated to development“.Talking about his strategy, he said that in UP -India's most populous state -one universal manifesto may not work. He said that the CM has to get feedback from every constituency on what is required at the local level. “For example, non-payment of cane arrears may be an issue in western UP, but it is a non-issue in Bundelkhand. So, he has to draw up different programmes for different regions,“ he said.Jarding will also train SP candidates on how to communicate with constituents and address issues. His teams are camping in villages, getting feedback and sending it to the CM's office for urgent redressal. “The chief minister told me to stay in the house of the poorest of poor villagers, live with him for about a week, and then report. So I did, and sent my report. District officials addressed the issues within 24 hours,“ he added. From his primary survey, and from the feedback given to the CM, a clean image emerges of Akhilesh. “This could be the game-changer,“ remarked Jarding.