Apart from the website, the team has also reached out to college students through a campaign where achievers in particular fields will go to their respective campuses and address students.
"So, a leading doctor will speak to medical students. This way, instead of listening to a bhashan from a neta in a kurta, the students will be listening to people who they look up to. They will be more receptive," Bora explained.
And the website itself has become a forum for healthy discussions among BJP loyalists and even those with opposing views. "Our discussion forums are among the most articulate and well conducted ones you will find on the web," says Anupam Trivedi, a businessman who is working as a volunteer.
He pores through the forums throughout the day and forwards the best thoughts to Advani and sometimes relevant ideas to other leaders. "People have this feeling that we do not use the media properly. And here's something that contradicts popular opinion about the BJP being anti-Muslim. The best idea for our poll strategy came from a Muslim lawyer from Bangalore. So the message on the streets is that if a common man cares to stand up and shout, we are ready to listen," Trivedi says.
Image: Advani's tech team in action
Photograph: Rajesh Karkera
Also see: Celebrities in the 2009 poll fray