Atal's now man of letters

(##include msid=43376741,type=11##)Said Arun Jain, CEO, VS Group,which is carrying out Vajpayee''spersonalised telephone calls and letters campaign: "I told them it isunethical.We are ready to develop an exclusive telephone-related campaign forSonia Gandhi. After all it is business for us. But we can''t in the bargainaccept their request to dump the PM''s campaign."Jain bagged theVajpayee contract owing to his company''s experience in handling lakhs of callsfor Amitabh Bachchan''s KBC. The PM has recorded endorsements for all BJPcandidates. Just call a certain number to hear him in your mother tongue.The idea to use the PM "as the BJP''s brand" was born when PramodMahajan was looking for a medium to reach out to each voterindividually.