In a significant development ahead of the Maharashtra Assembly elections, the Election Commission of India (ECI) has issued a notice to Chief Minister Eknath Shinde's Shiv Sena for allegedly running surrogate advertisements through popular Marathi TV serials. The notice comes in response to a complaint filed by Congress spokesperson Sachin Sawant, who accused the party of covert campaigning in violation of the Model Code of Conduct.

According to the EC?s notice, certain shows aired on Star Pravah, including Matichya Chuli and Premacha Chaha, featured content that served as indirect advertisements for the Shinde-led Shiv Sena. The Commission has sought a detailed explanation from the party within 24 hours regarding the allegations.

The complaint highlights that these shows included scenes displaying Shiv Sena?s street advertisements, suggesting an attempt to influence viewers subtly. The EC is also investigating whether financial transactions occurred to fund these placements and if they were deliberately hidden from mandatory campaign expense disclosures.

Under electoral laws, all campaign-related expenditures must be transparently reported, and candidates are required to stay within strict spending limits. If proven, such surrogate ads could constitute a breach of electoral guidelines.

This case reflects the growing trend of political parties using creative methods to campaign and the EC's vigilance in enforcing transparency. While surrogate advertisements are not new to Indian elections, their use in entertainment media raises questions about the ethics and legality of such practices.

The notice adds to the heated political atmosphere as the state prepares to vote. With Congress and Shiv Sena (UBT) accusing the Shinde faction of bending rules, the controversy could have significant repercussions as Election Day approaches.