The whole purpose of campaign is to win the hearts and minds of the electorate so that they can vote for a particular candidate.
This can be done in many ways. Candidates and their teams develop messages that are captivating which in some instances may be misleading.
This is why it is important that the electorate has access to messages from all candidates so that they can compare and contrast what the various candidates and their agents are saying. This puts the electorate in better position to make informed choice.
This is the importance of the messages being broadcast by candidates and their agents as well rallies.
Elections are not about voting for a relative or fellow in the same religion or linguistic group but a moment of decision to entrust the wealth that we own in common to an elected person to serve the people.
Hence the question who to elect is equivalent to who to entrust the wealth of the nation.