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.

“I observe the area for a few minutes to prepare for live vehicle campaigns, and connect with the voters by highlighting the issues affecting them. There have been days when I have travelled around Madurai for eight hours,” he says.

To protect their vocal cords as they often need to be loud to reach out to the people, they rely on proper voice projection — speaking from the diaphragm, or “from the stomach”, and involving deep breaths from the abdomen as artistes like Ms.Chitra and Mr.Vignesh commonly describe it to avoid voice strain. This technique helps with clarity and stamina, ensuring the message is engaging even after hours on the campaign trail or while recording.

Voice-over artistes say campaigning is as much about vocal endurance as it is about expression. While avoiding cold drinks and opting to drink hot water even in the scorching heat, they also carry herbal medicines to support vocal health.

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“This work has its challenges. Sometimes, we also need to provide an appropriate response to the voters’ questions,” says Mr. Vignesh, who regards even a small word of appreciation from the audience as an award after a hard day’s work.

Election campaigns are no longer directed only at large gatherings, but are increasingly aimed at establishing a personal connect. Deepa Balajee, a corporate employee, uses her free time to pursue her love for voice-overs. Her voice gained recognition through word of mouth and earned her key voice-over assignments during this Assembly election, including for campaign videos and IVRS messaging. “I recently completed a voter awareness video for the Election Commission of India. We need specific skills to sync with the tone and tempo of other voices in a video. I also write scripts for candidates to help them reach out to the people in their own voice,” Ms. Balajee says.

Making campaigns appealing to youngsters is another challenge, says T. Sukumar, who has been in this field for over two decades. “I quickly assess the audience and nudge them to choose the right candidates in a conversational tone. Even in the digital age, vehicle campaigns and live announcements remain relevant,” he says.

Voice-over artistes sometimes also have to counter criticism from cadres of rival parties. Vishar K. Tamilarasan of Kancheepuram, currently campaigning in areas including Villivakkam, says, “I have campaigned in many other places such as Krishnagiri and Salem. The challenge with video messages is to reach voters of every age group through a single video. In the digital age, we can revisit our recorded speeches and correct mistakes, unlike in earlier times.”