The city of Bareilly has been splattered with Samajwadi's colours of green and red, with posters, flags and hoardings crowding the landscape.
Two massive rallies are trying to outdo each other today in Uttar Pradesh, India's most populous and politically vital state.
Narendra Modi, who is running for Prime Minister, and Mulayam Singh Yadav, a key leader of the rag-tag "third front" of non-Congress, non-BJP parties, are both holding rallies at the western part of Uttar Pradesh.
Mr Modi will address a rally in the Taj Mahal town of Agra, while 200 km away in Bareilly, Samajwadi Party chief Mulayam Singh and his son, Chief Minister Akhilesh Yadav will address a 'counter-rally'.
The region accounts for eight of Uttar Pradesh's 80 Lok Sabha seats, which are crucial in deciding who takes power at the Centre.
In Agra, the BJP has set up an exhibition chronicling Mr Modi's rise from a tea vendor to Prime Ministerial candidate.
Those who attend the rally also have another incentive - a mobile vegetable store, the 'Namo Vegetable Market', which is selling vegetables at a subsidized rate. The BJP has repeatedly targeted the Centre's ruling Congress for the rise in prices.
Samajwadi Party leaders are trying to match the showmanship of Mr Modi every step of the way.
A hot air balloon will shower flowers on the crowds and a multi-camera set-up has been organized, a first for any Samajwadi Party rally.
The city of Bareilly has been splattered with Samajwadi's colours of green and red, with posters, flags and hoardings crowding the landscape.
Mulayam Singh's rally will also be shown live in neighbouring Badaun, a Samajwadi party constituency.
The Samajwadi Party is expected to reach out to minorities in the city that has a large population of the Bareilvi sect of Muslims. The party fears that many of their loyal voters from the community have drifted away after the Muzaffarnagar riots in which nearly 60 people were killed and 40,000 people were driven out of their villages.