iJournals: International Journal of Social Relevance & Concern (IJSRC) ISSN-2347-9698 Volume 9 Issue 2 February 2021 Dr. Benson Kunjukunju; Prof. Anju Elizabeth Cherian, Volume9 Issue 2, pp 97-104 February 2021 INDIAN POLITICAL MARKETING- A STUDY ON THE ROLE OF MEDIA IN DRAFTING PARTY MANIFESTO FOR ELECTIONS DR. BENSON KUNJUKUNJU 1 PROF. ANJU ELIZABETH CHERIAN 2 1. Professor, PG Department of Commerce, Mar Thoma College of Science and Technology, Chadayamangalam (P.O), Kerala – 691534 E mail: bensonkunjukunjumtc@gmail.com 1 2. Associate Professor, PG Department of Commerce, Musaliar College of Arts and Science, Pathanamthitta, Kerala – 689645 E mail: Anjujoji31@gmail.com 2 DOI: 10.26821/IJSRC.9.2.2021.9217 ABSTRACT In the Parliament system of Government, manifestos constitute and represent an important aspect of the democratic electoral politics as statements of a party‟s ideology, response and policy. Manifestos are “the official statements of intended policy by political parties at the beginning of election campaign.” An election manifesto is essentially a list of policies that a political party says it will enact if it is voted into power at a general election. The present study is carried out to examine the imperative role played by both audio-visual and print media in the preparation of party manifesto during elections. With respect to media and party manifesto, the researchers found that frequently highlighted live issues of the society by the media, media‟s hidden agenda and burning issues commented up by the media, reports and the editorials in the media are mostly find way to the drafting of political manifesto. Keywords: Media, Political Marketing, Party Manifesto 1. INTRODUCTION Political marketing is a new terminology in Political Science Literature. In simple, it means the application of marketing tools, techniques and methods in political process. Political marketing is the marketing of ideas and opinions which relate to public or political issues or to specific candidates. It is the penetration of