NEW DELHI: Social media has transformed the way elections are fought in India, becoming a powerful tool for political campaigns to connect with voters. From the 2024 Lok Sabha elections to Assembly elections in various states, it has played a crucial role in reshaping strategies and outreach efforts.
Platforms like Twitter, Facebook, WhatsApp, and YouTube have made it easier for political parties to reach people across India, a nation with a population exceeding 1.4 billion. This digital shift has made elections more engaging, particularly for younger, tech-savvy voters, while still complementing traditional methods such as rallies and door-to-door campaigning.
Shaping campaign narratives
In modern political campaigns, hashtags and slogans have become vital tools to shape narratives and connect with voters, particularly the youth. The Bharatiya Janata Party (BJP), known for its digital expertise The ruling Bharatiya Janata Party (BJP) took the lead in spending on Google and Meta ads, focusing heavily on increasing their presence and interaction across these platforms.
The Congress party also made good use of social media, promoting hashtags like #Bhartibharosa, #Pehlinaukaripakki, and #KissanMSPGuarantee to highlight their manifesto and address specific concerns of voters.
Posters featuring Uttar Pradesh chief minister Yogi Adityanath’s slogan “Bantenge to Katenge” (Divided we perish) targeted opposition strategies while sparking debates on caste-based politics. Prime Minister Modi promoted the unifying slogan “Ek hai toh safe hai” (United we are safe).
Meanwhile, the INDIA bloc, aiming to counter the BJP’s ‘Batenge Toh Katenge’ (if divided, we perish) slogan, has adopted the Samajwadi Party’s ‘Judenge Toh Jeetenge’ (if united, we win).
The power of rally content
Rallies have evolved into powerful tools for social media campaigns, serving not just the attendees and on-ground audiences but also those watching from home. Political parties strategically use these events to create engaging videos, sound bites, and visuals that showcase leaders influencing massive crowds, amplifying their reach far beyond the rally grounds.
Memes, mockery, and politics
Political parties in India are increasingly using memes as a way to engage younger voters and shape narratives, with social media serving as an important tool.
One such meme came from Kangana Ranaut, the BJP MP from Mandi, Himachal Pradesh, who took aim at Leader of Opposition Rahul Gandhi’s proposal for a nationwide caste census. Sharing a meme on Instagram, she depicted Gandhi wearing a skull cap, a yellow mark on his forehead, and a cross necklace. Alongside the image, she wrote: “Jaati jivi jise bina jaati pooche jaati ganana karani hai” (He who wishes to hold a caste census without asking anyone’s caste).
The BJP also capitalized on its victory in the Haryana Assembly elections in October by launching “jalebi memes” to mock Rahul Gandhi. This started after Gandhi had shared an anecdote about tasting a jalebi at a shop and suggesting it should open factories worldwide. BJP leaders quickly pointed out that jalebis are traditionally made in sweet shops, not factories. Following the BJP’s unexpected win, despite exit polls predicting a Congress lead, BJP leaders like Ashok Singhal and Shehzad Poonawalla celebrated by posting memes about jalebis on social media.
In November, the BJP used another meme to criticize Congress’s contradictory stance on Electronic Voting Machines (EVMs). The meme featured Rahul Gandhi and Priyanka Gandhi Vadra celebrating Congress’s win in the Wayanad bypolls, with the caption: “If they lose, they start crying about EVM and if they win, Congress wins… It’s not EVM, it’s Congress’s intentions that are bad!”
Congress MP Shashi Tharoor also joined the meme battle in June during the controversy over irregularities in national exams and paper leaks. Tharoor posted a viral meme with an answer sheet showing a question asking students to define Uttar Pradesh. The answer read: “Wah pradesh jahan pariksha se pehle uttar ka pata chal jaaye, usse Uttar Pradesh kehte hai” (The state where the answer is known before the exam is called Uttar Pradesh).
WhatsApp and grassroots mobilisation
WhatsApp has emerged as a cornerstone of Indian political campaigns, particularly for grassroots outreach. The platform’s extensive penetration allows parties to disseminate information, organise workers, and mobilise voters with unmatched efficiency. From sharing rally updates to countering misinformation, WhatsApp serves as a digital lifeline in the electoral playbook.
During and after the elections, many WhatsApp users have shifted from sending simple “good morning” messages to sharing political content. Older family members, who once sent messages about flowers and health tips, now forward conspiracy theories and political claims. Young people, overwhelmed by this change, often mute group chats to avoid constant political messages. These forwards range from strange claims to party slogans, appearing especially early in the morning. Despite attempts to explain the issues with unverified information, some continue sharing it. As a result, some WhatsApp groups have started banning political content, but the trend continues with admins trying to manage the situation.
Social media handles: From BJP’s #ViksitBharat to Congress’ ‘Most Vibrant Political Movement’
The Bharatiya Janata Party highlights its ambition to empower 1.4 billion Indians with the mission to build a #ViksitBharat by 2047, as said in their X bio. The bio also features prominent leaders like Atal Bihari Vajpayee, JP Nadda, and Narendra Modi.
Meanwhile, the Indian National Congress describes itself as India’s “Most Vibrant Political Movement” and embraces the slogan “Jai Samvidhan” in its bio, reiterating the supremacy of the Indian Constitution, accompanied by the faces of Rahul Gandhi, Sonia Gandhi, and Mallikarjun Kharge.
The Aam Aadmi Party (AAP), focusing on its anti-corruption stance, asserts in its bio: “Corruption-free India is not our demand but our insistence. Jai Hind,” with Arvind Kejriwal’s image as the cover photo.
Party power in numbers: Social media growth and influence
The Bharatiya Janata Party (BJP) saw a steady increase in followers across social media platforms, gaining 120,000 followers in both January and February, with a slight rise to 170,000 in March. Congress also experienced notable growth, adding over 59,000 followers in January, nearly 70,000 in February, and more than 108,000 in March. Meanwhile, the Trinamool Congress (TMC) had modest growth, with about 1,600 new followers in January, 1,800 in February, and 6,400 in March, according to Social Blade data.
On YouTube, Aam Aadmi Party (AAP) stood out for its impressive subscriber growth, adding 590,000 subscribers during the period. The BJP followed with 530,000 new subscribers, and Congress added 500,000. TMC saw a growth of 28,000 subscribers. AAP’s growth was particularly significant in March, when it gained 360,000 subscribers, following the arrest of its leader in a corruption case. Despite a slight dip in growth, the BJP’s YouTube channel still led in total video views, with 432 million, followed by AAP at 307.8 million and Congress at 166.9 million. TMC’s channel accumulated 93 million views.
Instagram became a major focus for advertisment spending by both BJP and Congress between December 2023 and March 2024. Congress gained over 1.32 million followers, while BJP added 850,000 and AAP gained 230,000. TMC’s growth on the platform was minimal, with just 6,000 new followers. Prime Minister Narendra Modi continued to lead in social media growth, gaining 2.6 million followers between January and March. Rahul Gandhi added 500,000 followers, while Arvind Kejriwal and Mamata Banerjee saw smaller increases of 100,000 and 52,000 followers, respectively.
AI-driven ‘War Rooms’
Both the Indian National Congress and the Bharatiya Janata Party (BJP) have leveraged cutting-edge technology through their respective ‘War Room’ operations in various states. These initiatives employ Artificial Intelligence (AI) and data-driven strategies to tackle misinformation and influence public opinion.
The War Rooms consist of multiple key units, including a 24/7 fake news monitoring cell and call centres that make thousands of daily calls to engage voters and showcase government achievements. This approach highlights the evolving role of social media, which has transitioned from a supplementary tool to a central component of modern political campaigns.
Balancing digital and traditional campaigns
As India’s political landscape evolves, parties are adopting a complementary strategy, where online and offline efforts reinforce each other. Social media amplifies the impact of rallies, while in-person campaigns provide the authenticity and trust that many voters seek.
This balanced approach is crucial in a country as diverse as India, where voter preferences vary across regions, demographics, and age groups. For political parties, the challenge lies in tailoring their messages to resonate across both digital and physical platforms.
