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Hurrah! A social media party!

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Verdict 2017

[vc_row][vc_column][vc_column_text]This spring, various political parties went on social media with all guns blazing canvassing respective vote banks as well as undecided electors. While some parties like the AAP and the BJP had a strong and clearly-defined social media strategy, others, like BSP, were late jumping onto the bandwagon. However, all conducted a significant part of their campaign on social media.

Of the 121 crore (1.25 billion) Indians, 83.3 crore live in rural areas while 37.7 crore stay in urban areas. India’s literacy rate is 74.04%. India has over a billion smartphone users; of them, close to 30% own mobile phones. However, as of 2010, an estimated 200 to 300 million people in India (15 to 20 percent of the total population) lack electricity—to even charge those phone batteries. Under such circumstances, how impactful is a social media campaign? Actually, plenty, as the 2014 general election results and even some earlier assembly poll outcomes show.

But how effective have they been this time? How much of this ballot outcome was the result of a battle fought by various parties online? The figures speak for themselves.

Meanwhile, here’s a look at the online electoral campaigns of various political parties. 

BJP

The social media campaign by BJP in the run-up of assembly elections in UP, Uttarakhand, Manipur, Punjab and Goa seems to have reaped rich dividends for the party. The campaign was handled by Amit Malviya.

The party conducted their social media campaign on Facebook and Twitter which managed to strike a chord with the followers. The Facebook handle of BJP which goes by the name by BJP4UP managed to garner over 20 lakh followers. The same handle by the name of BJP4UP in Twitter had 41,000 followers.

The Facebook account for the BJP in UP focussed on the achievements of the party in the last three years—especially in rooting out black money by launching the digital revolution in the wake of demonetisation.

Samajwadi Party

Twitter account: @samajwadiparty

589,000 followers

FB account: Samajwadi Party

1,775, 518 likes

The electoral campaign of the Samajwadi Party was designed by Harvard professor professor Steve Jarding. In an interview to APN, he had said a few days ago: “I am very impressed with Akhilesh. I have worked with him, travelled with him in the countryside…and think he can do whatever he wants. He is extremely talented. I am impressed with his wife. I am impressed with the way they have handled things, I am impressed with his vision which he did not waiver from. With his drive and passion for the people of India, his future is very bright.”

But it seems that the political strategist doesn’t have hand on the pulse of the electorate, or of social media needs.

It was a deadpan social media strategy. The staid posts on its Twitter and FB account are a reflection of the limbo that the party found itself in due to family strife. On the social media account of SP, all you get are pictures and videos of the various rallies that Akhilesh Yadav conducted. In this age of Twitter, when you have to grip reader’s attention in 140 characters, who has the time to go through the tedium of watching the whole video unless you it’s accompanied with some catchy phrases!

The tagline “Kaam bolta hai”, both on the masthead as well as in various tweets, didn’t help either. If only, it inspired quite a few jokes.

Saurabh Chauhan: Bhaiya agar kaam bolta toh mare hue saap ko Gale mai daal Kar ghumna nahi padta

(If work really speaks for itself, one wouldn’t have to go around with that albatross around the neck). The reference was in all likelihood to Rahul Gandhi.

4Bharat Jai: यही कारण है कि उत्तर प्रदेश के लोगों को अन्य राज्यों में रोजगार के लिए भीख मांगने के लिए जाना है, उत्तर प्रदेश के लोग उत्तर प्रदेश में रोजगार देने के लिए अखिलेश यादव से पूछना चाहिए- अखिलेश यादव ने 2012 से राज्य में सत्तारूढ़ है

(Which is why people from UP have to beg for work in other states. Akhilesh is in power since 2012. People from UP should demand work in UP)

But some were optimistic. Here’s a sample:

Mohammed Muzaffaruddeen: Akhileshji and Rahulji don’t believe these idiotic Exit polls. Advance congrats. Your parties will give a fitting defeat to these communal parties. Electronic media almost all channels will cut a sorry figure ultimately.

Pavanjot Singh Gandhi: Recently had the opportunity to drive through UP and that too after sunset left Delhi at 6.30 pm and drove to Patna Saheb on 3rd Jan 2017 lovely roads safe driving had enjoyed my drive driving all night passing Agra Kanpur alllabhad very safe driving well maintained roads

The website, though, is a far more informative platform and lists the SP achievements on the development and education front far more succinctly.

BSP

The Bahujan Samajwadi Party, led by Mayawati Prabhu Das, has a handsome number of followers on Twitter. With 15.7K followers, their Twitter handle is maintained by Afzal Siddiqui. Afzal was picked as the young Muslim face of Bahujan Samajwadi party and has been an active campaigner throughout the election session. The Twitter handle of the party was, however, created only recently—in March 2016. As in offline campaign, the party stuck to the strategy of wooing Muslim voters who might have gone to the SP or Congress camp. The Twitter trail repeatedly urged the Muslim voters of the area to remember the atrocities against them during the tenure of the SP government. At other times, they talked about voting in an inclusive government. The exit polls were not a favorite topic in the Twitter space. There are numerous posts questioning the efficacy of exit polls and reminding everybody of their shortcomings in the Bihar and Tamil Nadu elections.

AAP

Name of person handling the social media strategy: Ankit Lal

Name of accounts

@AamAadmiParty

Aam Aadmi Party (FB)

No. of followers on each

@AamAadmiParty 3.06 million

Aam Aadmi Party (FB) 3.01 million

Aam Aadmi Party-Punjab (FB) 9.6 lakh

Slogans:

Punjab: Kejriwal, Kejriwal, sara Punjab tere naal

Goa: Iss baar chalegi zhaadu

Social media strategy/campaign methodology

Campaign strategy was different for different states. For instance, Punjab has a lot of 4G connectivity; however, it is Goa which has more urban and social media-savvy voters. Again, Punjabis are more active on WhatsApp while Goans like to use Facebook more often. We focused on regional languages. We ran our campaigns in Konkani and Marathi in Goa, and in Punjabi in Punjab, with only a little bit of Hindi and English used in between. In Goa, we depended heavily on local volunteers.

Responses

The response has been “phenomenal”. No one among our rivals was even near to us in social media presence. I personally ran the campaign from Arvind’s page. Every day or two, we would post live videos. They got as many as 7-8,000 shares each and had a reach of 15 million viewers.

A well-wisher comments on Facebook: “It needs smartness, wisdom and the courage to sow the seeds of revolution but it needs a better sense of understanding, experience, responsibility and maturity to stick to the ideals and nourish the revolution to its successful conclusions. I do hope that under the able leadership of a leader like Mr Kejriwal, people will be able to succeed. I pray for it.” It possibly sums up what many supporters have been feeling, especially since the party came to power in Delhi.

Prediction of outcome at this stage

“I would go with 85% in Punjab and double digits in Goa.” ~ Ankit Lal

Congress

The social media campaign by the Congress in the run-up of the assembly elections in UP, Uttarakhand, Goa, Manipur and Punjab largely centred on enumerating the ill-effects of demonetization. Rahul Gandhi became the popular face on the social media campaign whereby most of the social media handles on Twitter and Facebook carried his speeches targeting Prime Minister Narendra Modi and his policies.

Compiled by Meha Mathur, Sucheta Dasgupta, Puneet Mishra, Usha Rani Das and Amitava Sen

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Late-March western disturbance brings 1,000-km rain band across India, Pakistan and Afghanistan

An unusual western disturbance has created a 1,000-km rain band, bringing widespread storms, rainfall and hail across parts of India and neighbouring countries.

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Weather

An unusual weather system is currently impacting large parts of India, Pakistan and Afghanistan, bringing widespread thunderstorms, gusty winds, rainfall and even hailstorms at a time when summer conditions typically begin to set in.

The ongoing event is being driven by an active western disturbance that has formed a nearly straight, linear low-pressure trough stretching about 1,000 kilometres—from Afghanistan, across Pakistan, and into India. This formation is considered atypical, as most western disturbances usually follow a curved path.

Western disturbances are generally extratropical systems originating near the Mediterranean region and are more common during winter months, when they bring snowfall and cold weather to northern India. However, this system stands out both for its timing in late March and its distinct structure.

Widespread weather activity across regions

The system is associated with an upper-air cyclonic circulation over northern Pakistan, which is leading to widespread thunderstorms and winds ranging between 40 and 80 kmph across northwest India. Isolated hailstorms and light-to-moderate rainfall or snowfall have also been reported.

Heavy to very heavy rainfall has already occurred in sub-Himalayan West Bengal and Sikkim, while southern states including Karnataka, Andhra Pradesh, Kerala and Tamil Nadu have received significant showers. Hailstorm activity has also been observed in multiple regions.

Meteorological conditions indicate that the western disturbance includes a trough in the middle and upper atmospheric levels. This is interacting with several low-level cyclonic circulations over regions such as north Madhya Pradesh, east Uttar Pradesh, west Rajasthan, Haryana, northeast Assam, coastal Andhra Pradesh, and parts of Tamil Nadu and Kerala, intensifying weather activity.

System likely to weaken, another disturbance ahead

The current disturbance is expected to remain active over the Western Himalayas and adjoining plains through Friday, after which its intensity is likely to decrease.

However, forecasts suggest that another weaker western disturbance may approach the region around March 22, potentially bringing further weather changes.

Moisture sources behind the system

The primary moisture feeding this system originates from evaporation over multiple water bodies, including the Mediterranean Sea, Caspian Sea, Black Sea, and the Persian Gulf.

As the system moves eastward, it gathers additional moisture from the Arabian Sea. This moisture is further enhanced due to orographic lifting along the Himalayas. Simultaneously, existing troughs and cyclonic features over regions such as Gujarat and the Mannar area are contributing to increased low-level convergence, leading to intensified rainfall and storm activity.

Delhi-NCR sees cooler conditions and rainfall

In Delhi-NCR, light-to-moderate rainfall accompanied by thunderstorms and winds of 30–50 kmph is expected to continue until Friday. Daytime temperatures are likely to remain between 25 and 28 degrees Celsius, which is below the seasonal average.

Why late-March disturbances are uncommon

Climatologically, western disturbances are most frequent between December and February, with India typically experiencing four to six such systems per month during winter.

By late March, their frequency usually declines sharply as the jet stream weakens and shifts northward. Historically, only one or two such systems occur during this period each year.

However, recent trends suggest a gradual extension of the western disturbance season into April. Experts attribute this to changes in atmospheric patterns, including stronger subtropical jet streams and broader climate variability.

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Mamata Banerjee slams poll body over officials’ transfer, calls move unprecedented

Mamata Banerjee has criticised the Election Commission for transferring senior officials ahead of West Bengal elections, alleging bias and procedural overreach.

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Mamata Banerjee

West Bengal Chief Minister Mamata Banerjee has sharply criticised the Election Commission of India over the transfer of senior state officials ahead of the assembly elections, alleging bias and procedural overreach.

In a strongly worded letter to Chief Election Commissioner Gyanesh Kumar, Banerjee expressed “deep shock” at the poll panel’s functioning, stating that it had “crossed all boundaries of decency and constitutional propriety.”

Concerns over transfers and alleged bias

The chief minister objected to what she described as “unilateral” transfers of key officials, including the chief secretary, home secretary, director general of police, and several district-level officers. According to her, these decisions were taken without citing any violations of electoral rules or the Model Code of Conduct.

Banerjee further alleged that the Commission had shown “apparent bias” since the beginning of the Special Intensive Revision of electoral rolls, claiming that repeated concerns raised by the state government had been ignored.

She also questioned the timing of the transfers, noting that district election officers were shifted during an ongoing revision process, which she suggested could affect administrative continuity and pending cases.

Supreme Court reference and governance concerns

Referring to her government’s move to approach the Supreme Court of India, Banerjee said the court had acknowledged the concerns and issued directions that are currently being implemented.

The chief minister warned that the removal of senior officials at short notice could disrupt governance, law and order, and disaster preparedness, particularly during the storm-prone months of March and April.

She also criticised the deployment of state police officers as observers in other poll-bound regions, calling it “arbitrary” and a “misuse of authority.”

Warning on federal structure and democracy

Describing the decisions as “biased, hasty and unilateral,” Banerjee said such actions undermine cooperative federalism and could create conditions resembling “indirect central rule.”

She urged the Commission to reconsider its decisions, warning that such steps are “deeply concerning” for a healthy democratic process.

Elections to the 294-member West Bengal assembly are scheduled to be held in two phases on April 23 and April 29, with counting set for May 4.

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AIADMK-BJP seat-sharing talks to be finalised soon, says Edappadi K Palaniswami after Amit Shah meet

AIADMK chief Edappadi K Palaniswami says seat-sharing talks with BJP are in final stages and will conclude within days ahead of Tamil Nadu 2026 elections.

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Amit shah

Signalling momentum ahead of the 2026 Tamil Nadu Assembly elections, Edappadi K Palaniswami on Friday said seat-sharing talks with the Bharatiya Janata Party would be finalised within four days following his meeting with Union Home Minister Amit Shah in Delhi.

Palaniswami, who serves as the general secretary of the All India Anna Dravida Munnetra Kazhagam, expressed confidence that negotiations would be concluded smoothly based on a “give-and-take” formula focused on winnability. He also took a swipe at the ruling Dravida Munnetra Kazhagam, suggesting delays in its own alliance discussions.

Union Minister Piyush Goyal is expected to visit Chennai soon, further accelerating alliance-building efforts. The AIADMK is also preparing to release its election manifesto within a week.

Likely seat-sharing formula emerges

While Palaniswami did not reveal specific numbers, sources indicate the AIADMK is aiming to contest around 165 seats. The remaining seats could be distributed among allies, including the BJP, Pattali Makkal Katchi, Amma Makkal Munnetra Kazhagam led by T T V Dhinakaran, and the Tamil Maanila Congress.

In the 2021 Assembly elections, the BJP and PMK had contested 20 and 23 seats respectively, securing four and five wins. The revised formula suggests a recalibration of alliance strengths ahead of the high-stakes 2026 polls.

‘Delhi visits necessary for coordination’

Responding to criticism over his frequent visits to the national capital, Palaniswami defended his outreach to BJP leadership. He said such meetings were necessary given the busy schedules of senior leaders like Amit Shah, who are handling elections across multiple states.

“I have come to meet Amit Shah twice, as he is busy with elections in five states,” he said, underlining the need for coordination at the national level.

No alliance with Vijay’s TVK

Dismissing speculation about new alliances, Palaniswami ruled out any talks with actor-turned-politician Vijay and his party, Tamilaga Vettri Kazhagam.

“Neither we nor TVK held talks,” he stated, indicating that the electoral contest would largely remain between the AIADMK-led and DMK-led fronts.

Criticism of DMK and internal damage control

Targeting the DMK government, Palaniswami alleged a deterioration in law and order, pointing to rising crimes against women and corruption. He also accused the government of failing to implement key welfare schemes.

At the same time, he sought to contain recent controversies involving AIADMK leaders, stating that former ministers who made objectionable remarks had acknowledged their mistakes and apologised.

High stakes for AIADMK and Palaniswami

The 2026 Assembly election is being seen as a crucial test for both the AIADMK and Palaniswami. Since the death of former Chief Minister J Jayalalithaa, the party has faced a series of electoral setbacks, including the 2019 and 2024 Lok Sabha elections and the 2021 Assembly polls.

The AIADMK had previously allied with the BJP in 2019 and 2021, a partnership often viewed as challenging in Tamil Nadu’s political landscape. In the 2024 Lok Sabha elections, both parties contested separately but failed to secure victories.

For Palaniswami, the upcoming election represents a critical opportunity to establish his leadership and revive the party’s political standing.

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