The Aryavarth Express
Agency (New Delhi): In the run-up to India’s mammoth 2024 general elections, political parties are intensifying their digital outreach, harnessing the power of messaging platforms like WhatsApp and tapping into the influence of social media celebrities to sway voter sentiment. Advertising gurus and analysts highlight this strategic shift as parties vie to capture the electorate’s imagination.
The ruling BJP has launched initiatives like the “My First Vote For Modi” website, encouraging citizens to pledge support for Prime Minister Narendra Modi through video testimonials. Simultaneously, the party is leveraging WhatsApp’s vast user base of over 500 million in India by disseminating personalized messages from the PM, touting the government’s achievements while soliciting feedback.
Not to be outdone, the Congress party operates dedicated WhatsApp groups where Rahul Gandhi purportedly interacts with subscribers and addresses queries. These grassroots-level communications are meticulously monitored to ensure maximum penetration and solidify the party’s voter base.
“Whichever party commands a more extensive network of WhatsApp groups can communicate faster and more effectively with voters,” notes Amitabh Tiwari, an election analyst. “It enables them to instantly spotlight their triumphs while drawing parallels with the opposition, potentially swaying voter sentiment.”
The post-pandemic landscape has witnessed a surge in the influence of social media, prompting parties to adopt “digital-first” strategies. “Many now rely heavily on influencers to sway the significant demographic of non-voters who consume political narratives online,” says Ankit Lal, founder of Politique Advisor.
This trend is exemplified by BJP leaders like S. Jaishankar and Smriti Irani appearing on popular YouTube channels boasting millions of followers. Rahul Gandhi, too, engaged in a candid conversation with influencer Kamia Jani, underscoring the importance parties place on connecting with younger audiences.
While some analysts caution that social media may hold limited sway over diehard party loyalists, whose votes are shaped by factors like caste and local affiliations, others emphasize the need for robust regulations. Former Chief Election Commissioner S.Y. Quraishi calls for collaboration between the EC and tech firms to expeditiously remove content violating poll norms.
As the high-stakes electoral battle looms, the seamless integration of new-age digital tools with traditional campaigning could prove pivotal in shaping the nation’s political destiny, reflecting the evolving dynamics of India’s vibrant democracy.
