Social media campaigns, ground mobilisation: How BJP is countering Oppn narrative, amplifying political messaging
BJP's ‘Loktantra Bachao, Arajakta Hatao’ campaign reflects the evolving approach, with leaders and workers taking the political contest beyond online platforms.
The Bharatiya Janata Party (BJP) is intensifying its political messaging by combining digital outreach with ground-level mobilisation, aiming to counter the opposition narrative. This strategy is evident in the BJP's ongoing "Loktantra Bachao, Arajakta Hatao" (Save Democracy, Remove Anarchy) campaign, which features marches, rallies and public meetings across the country. The party's leaders and workers are using these physical events to reinforce their political narrative and counter allegations from the opposition.
The BJP's strategy has been further reinforced by its coordinated programmes across states, with senior party leaders, Union ministers, and state functionaries participating in various activities. The party is also leveraging social media to amplify its message, using videos, songs, graphics and pointed political messages to frame the political debate.
A notable aspect of this campaign is the involvement of student organisations, such as the Akhil Bharatiya Vidyarthi Parishad (ABVP), the student wing of the RSS. The ABVP is organising rallies and protest marches, including a massive student rally at Delhi University, which brings the campaign to educational institutions and mobilises the youth around the party's political narrative.
The BJP's strategy highlights the significance of its extensive organisational network in carrying forward national political messaging through state units, local leaders, and affiliated bodies. By holding parallel programmes, the party aims to maintain a sustained political presence, ensuring that the visibility generated by online campaigns translates into wider public engagement and support.
Political communications expert Anup Sharma noted that the BJP has been ahead of the curve in political outreach, leveraging social media and extensive WhatsApp networks to shape electoral narratives. However, the BJP is now recalibrating its approach, focusing on maintaining the impact of its online campaigns while reinforcing them through physical mobilisation.
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