Political campaigns borrow heavily from the socioeconomic issues that concern the populace of
their targeted constituencies. Individuals care about different issues in different degrees depend-
ing on their socioeconomic status and cultural conditions. We conduct a survey experiment in an
election-bound state in India to understand (i) whether the concern for cultural and economic issues
existing in society varies with campaigning manipulations or is primarily guided by the individual's economic status and cultural standing in the society and (ii) in either case, whether it reflects
substitutability or complementarity between the individual's economic and cultural identities. We conclude that concern for economic issues can be more easily manipulated through campaigning while concern for cultural issues is primarily guided by existing conditions. Some complementarity is observed within the wealthier and more religious section of the sample.