The "jockeys" in the three-horse race for the Presidential Palace are exploring different strategies to reach the finish, ranging from military-style campaigns to luring sympathy from key ethnic groups.
At the private residence of incumbent President Susilo Bambang Yudhoyono in Cikeas, West Java, a group of his inner circle has gathered to set up campaign "modules" that vary for each region, and for issues that need to be addressed immediately during public appearances.
Regional campaign coordinators, and expert teams like the Fox Indonesia consultancy, then execute the details in the blueprints.
"The modules are set up by a special team for execution. We even have modules to counter the neoliberalism issue," says Max Sopacua from Yudhoyono's campaign team.
"Fox Indonesia, which is our on-the-ground consultant, is dealing with image-making and fixing, including countering these claims of neoliberalism, arranging advertising and organizing events."
The term neoliberalism is being bandied about by rival candidates to denigrate Yudhoyono's running mate Boediono, accusing him of championing the extreme economic system of free international trade and foreign investment flows.
Campaign material for Yudhoyono's team is deployed in a one-way traffic coordinated by Maj. Gen. (ret) Abi Kusno, who pooled donations from various parties, says Max.
Yudhoyono also has nine different campaign teams, resembling a military operation, outside those formed by his Democratic Party. Some have been around since 2004, and source their own funding.
The teams include Echo (mobilizing regional support), Gerakan Pro SBY (pooling ministers, former generals and other noted figures), Sekoci (grouping businessmen, company executives, women's activists and religious leaders), Delta (dealing mostly with logistics), Romeo (managing propaganda), Foxtrot (developing public relations and image), Barindo (mobilizing support from public organizations), Jaringan Nusantara (managing activists) and Yayasan Dzikir SBY Nurussalam (dealing with religious activities).
Yudhoyono's rival, Jusuf Kalla, meanwhile, has opted for a simpler structure that focuses more on raising support from Javanese voters.
Kalla, a native of South Sulawesi, is on weaker footing in Java than the other candidates, because of the strong support the Javanese traditionally give their own leaders.
The Javanese account for the majority of the country's population, centered primarily in Central Java, Yogyakarta and East Java. Java Island is home to 55 percent of Indonesia's 230 million people.
Kalla's team has tasked Wiranto, a native Javanese, and Yogyakarta Governor Sri Sultan Hamengkubuwono X, considered the patron of Javanese culture, with raising votes.
"We have also sought help from Hasyim Muzadi (chairman of Nadhlatul Ulama, or NU, the country's largest Muslim organization) and Kofifah Indar Parawansa (a key NU figure) as our vote-getters in East Java," says businessman Sofjan Wanandi, one of Kalla's key advisers.
As for campaign material, Kalla is backed primarily by his family's business group and Golkar.
The third candidate, Megawati Soekarnoputri, whose campaign material needs rely heavily on businessman Hashim Djojohadikusumo, has thus far focused her campaigning in and around West Java.
However, her overall strategy remains unclear due to her late "forced marriage" with running mate Prabowo Subianto.
"I haven't seen much from Megawati's team. I think it's because they were late starters, and are still figuring out their strategy," says University of Indonesia political analyst Maswadi Rauf.
Despite lagging behind their rivals, the team has aggressively attacked Yudhoyono's perceived lack of nationalism and concern for the poor. Yudhoyono's team recently hit back by likening Prabowo's "commando-style" economic policy to that of a fascist regime.
"We're not focusing on polishing our image, because the public will see it otherwise," says Ganjar Pranowo from Megawati's campaign team. "We're instead focusing on efforts to meet public aspirations."
Despite all the hype, the recent debates and mockeries have seen Yudhoyono become cannon fodder for the other candidates.
"If you watch TV and read the newspapers, you'll see a similar pattern in all the campaign efforts: Making Yudhoyono and Boediono the common target," Maswadi says. "And thus far, they have yet to fully strike back."
[Additional reporting by Dicky Christanto and Erwida Maulia.]