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By Brian Winter SAO PAULO (Reuters) - When opposition party Senator Aecio Neves officially kicked off his presidential campaign last week, he posted a video on Facebook calling for a "fairer, more efficient, and more generous Brazil." "Efficient" struck some as an odd rallying cry in a tropical country known for its, well, un-Swiss-like approach to time. With 20 million people in the metropolitan area, accounting for about a tenth of Brazil's population and a much greater share of its wealth, Sao Paulo has always been a key source of votes and campaign financing. Both Neves and President Dilma Rousseff, who is seeking re-election, believe the city's voters are more up for grabs than they have been in decades, and could very well decide the winner nationwide. Sao Paulo used to be a reliable bastion of Neves' centrist Brazilian Social Democracy Party (PSDB).
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