In what is becoming an increasingly polarised election campaign, the focus so far has been on provocative speeches with strong communal undertones made by key leaders.
But what has slipped under the radar is a far more widespread and no less disturbing phenomenon, of a deluge of political ads in Urdu newspapers, which, as NDTV's show
Truth vs Hype found, make barely concealed - and in some cases, open - appeals for the Muslim vote, showing a casual disregard for election laws, which forbid any appeal on grounds of religion.
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