India is ramping up for its forthcoming general election, which kicks off on April 19. As the poll date draws near, every political party is actively engaging in efforts to appeal to the electorate through various means. Unlike previous elections, this year’s contests extend beyond traditional mass rallies and door-to-door campaigning. Virtually all parties are tapping into the internet and social media, exploring these digital platforms’ vast potential to enhance their election campaigns.
India boasts over 800 million internet users and holds the title for the world’s highest adoption of Instagram and Facebook. This carries a prominent importance for political parties to actively engage social media influencers to enhance their visibility and influence people. As elections approach, political parties have mobilized thousands of influencers in an effort to charm young and perpetually online Indian voters.
Influencers and digital campaigns
As political parties ramp up their efforts for the election through digital campaigns, the ruling Bharatiya Janata Party (BJP) appears to be taking the lead. With a formidable and active Information Technology (IT) cell already bolstering its digital campaign efforts, the BJP’s strategic inclusion of influencers into their fold is amplifying their reach and impact, thus securing a competitive advantage.
In March 2024, just one month preceding the Lok Sabha elections, the BJP-led government of India introduced the inaugural National Creator Award, celebrated across 20 distinct categories spanning a variety of fields. This prestigious recognition was bestowed upon numerous renowned YouTubers and social media influencers. Nevertheless, the selections drew widespread criticism, as a significant portion of the awardees had previously been known for promoting the BJP’s agendas and endorsing the government’s policies, raising questions about the impartiality of the accolades.
Journalist Akshit Chawla, posted on X (formerly Twitter)
Chandni Bhagat, an 18-year-old content creator known for her devotional videos over the past three years, has recently begun to intertwine elements of politics with her daily religious-themed Instagram reels. In a notable shift, she has been featured alongside Shivraj Singh Chouhan, the former Chief Minister of Madhya Pradesh, in her social media content.
As a part of the digital campaign, Bhagat has taken to Instagram to share a new reel in which she advocates for the celebration of the traditional Hindu New Year over the Gregorian New Year. This move is seen as an extension of her evolving platform, merging spiritual content with political messaging.
https://www.instagram.com/reel/C5ga2reskTe/?igsh=c2lnczRleGZueHpw
Maithili Thakur, an esteemed Indian folk singer revered for her devotional music by millions on social media, witnessed an unparalleled surge in her popularity following recognition by India’s Prime Minister, Narendra Modi. She was among the select group of 24 influencers honored at the National Creators Awards, an initiative designed to spotlight “Storytellers of a Confident, Assertive New India.”
Maithili posted a video of the event on Youtube
Memes, Cartoons and popular culture
However political parties are also utilizing cartoons, memes, and trolls, as they aim to appeal to a new generation of voters who are increasingly politically aware.
Recently, the All India Trinamool Congress shared a video on X (formerly known as Twitter), where they labeled India’s Prime Minister Modi as an autocratic leader. This move is part of their broader effort to engage with and mobilize supporters through contemporary and resonant messaging tactics.
Similarly, Assam’s cabinet minister posted a video on Facebook – trolling rival Congress Leader Gaurav Gogoi as a migratory bird during the election.
Hazarika posted on Facebook –
https://www.facebook.com/share/r/8npWsQrhT6snB1NR/?mibextid=oFDknk
As the poll dates draw near, it’s crucial for everyone to ramp up their campaigns. In an India that is more connected online than ever before, the role of the internet, along with access to information and technology, will be crucial in shaping the electoral landscape.
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