Says Mike Khanna, chief executive, HTA: ``As per our agency policy, we do not work on political campaigns. In fact, three major parties have already requested us to work for them. But with regrets, we have turned them down.''

HTA is not alone. With political fortunes swinging pendulously and tenuously, savvy ad-agencies prefer not being associated with any one party or the other. Says Asit Mehra, international clients director, Central Asia & Middle East, Ammirati Puris Lintas: ``As per the international policy, we do not pitch forelection accounts.'' Canco Advertising is also not keen to take on any political client. Says Ramesh Narayan, managing director, Canco Advertising: ``Our agency is an apolitical agency.''

What's more, pitching for politicians requires deep pockets -- which even the big agencies don't want to reach into, for limited gains. According to Khanna, an ad-agency needs huge resources to handle short-term projects (read: elections). ``We have too many accounts on hand. We do not have additional resources to handle ad-hoc projects,'' shrugs Khanna.

Of course, there is no dearth of creative and not-so-creative ad-shops eager to bag a political party. According to Atul Bhathalkar, state secretary and publicity in-charge of the BJP, many major advertising agencies have already approached the party for its election account.

``As a matter of fact, our campaign kicked off when we published our Prime Minister's speech, which was delivered on May 11. We will be calling many ad agencies for presentations very shortly,''says Bhathalkar. Last year, the party had awarded a major chunk of its account to its in-house agency, to the dismay of many advertising agencies.

This year, however, according to Bhathalkar, the party has plans to go for a high profile election campaign. ``The party's poll plank is our promise for a stable Government. In a few days time, our election campaign comprising a series of press advertisements and television commercials will hit the media,'' promises Bhathalkar.

In sharp contrast is the Congress, which is still struggling to get its act together after the Pawar-play. Says Vijaya Patil, the spokesperson for the Congress party in Mumbai: ``It is too early to begin our election campaign. We will chart out our line of action after a fortnight's time.''

No takers? Blame it on that old saw: many agencies are leery about servicing political accounts because of the delay in payments. ``The losing party never pays its dues as it has no money,'' quips an ad-industry source. ``As for the winning party?It becomes too powerful to bother about paying dues!'' You can win the election, but you can't win 'em all.