Whether it is six days or 60 days of campaign, I think that words and promises would find it hard to erase the mental impression in the mind of a voter inside the voting booth. Within a few seconds, he sees only political symbols in the ballot paper, not the names of the candidates. Unconsciously he follows his mind and marks the symbol that is most familiar.

This is the power of media and social marketing. Over a period of time, it imprints a 'product' in the mind and creates a 'need' to choose that product (which in this case is the party symbol). In other words, it pre-determines the choice through systematic propaganda. The process is costly and time consuming. Only established organisations could do it.

That is why, in politics, the 'government party' continues to win irrespective of whom they put up as candidates. As the local saying goes, "Even if you put up a dog, a dog will win." Not that the dog is smart or clean but simply because he carries the brand that is believed to be more superior. Who suffers later?

This stereotyped mentality has to be radically challenged. What is projected by the media is not always superior. A popular brand does not determine quality; it is the raw ingredients. A familiar political symbol does not guarantee good and clean leadership; it is the credibility of the elected candidates.

To ensure that we are freed from 'crooks, bullies, extremists, liars and corruption' in the next parliament and state assembly, I advocate the principle of candidate before party. If you only have two choices in the ballot paper, choose the candidate who is morally upright, irrespective of what symbol he or she uses. In this way, we begin a cleansing process to up-root corrupted and selfish leaders.