The Indian Express (Delhi Edition)
Focus on 5 issues, BJP tells Delhi influencers on board
FROM A Delhi University student, a fashion influencer, to a consultant — the BJP has reached out to social media influencers to help with its campaign ahead of the Lok Sabha elections in the national capital on May 25.
Aakash Garg, a 21-year-old student at Delhi University’s Hansraj College, stands as a staunch supporter of the BJP and uses the power of social media to spread his ideology among the masses. For three years, he has beenavocalsupporterofbjp,with his online presence catching the party’sattention.“becomingasocialmediainfluencerfortheparty doesn’t need much work; if you share right-wing content, the partywillreachouttoyoutoforge a connection. Three years ago, they contacted me on social media to collaborate, and I gladly accepted since I share their ideologies and used to post content matching the principles of BJP.”
On July 26 last year, Garg launchedhis‘news Tank’youtube channel. Till date, the channel has roughly1,50,000subscribers,with Garg uploading 459 videos so far. He has 2,19,000 followers on Instagram, 3,70,000 (Facebook), 1,41,000 (Youtube). Videos of youths endorsing the conversion of Taj Mahal into a temple, clips of Muslims supporting Prime Minister Narendra Modi, and an appraisalof‘razakar’moviewhich portraysallegedatrocitiesinflicted upon the Hindu community by the Hyderabad Nizam are all part ofhiscollection.gargclaimsgathering “public opinion” is the goal of his Youtube channel.
Sonia Sisodia, a 28-year-old entrepreneur, shifted gears from fashion content to becoming a staunch BJP advocate on Instagram. With 1,92,000 followers on Instagram and 8,000 (X, now Twitter), Sisodia flaunts her allegiance with posts featuring ministers like Union minister and
BJP leader Smriti Irani along with party events. “I joined in disseminating the party’s message to the masses because I resonate with it,” says Sisodia, who recognises herself as a Lord Ram bhakt .On her social media account, Sisodia has posted multiple pictures from her visit to Ram Mandir in Ayodhya. Her Instagram bio reads: “Nationalist, Entrepreneur, Namo Supporter, Proud Sanatani.”
Twenty eight-year-old Shivam, who works as a consultant for a company, has been incharge of content strategies of over 100 BJP influencers for the last three years; making sure there is a “cohesive narrative across platforms”. He claims his responsibility is to ensure careful preparation that goes into BJP’S online presence.
Only 20 days ahead of Delhi BJP’S seven MP picks contesting the Lok Sabha elections, Tamil Nadu BJP president K Annamalai —duringaneventatthebjpheadquarters on Sunday — advised thousands of micro-influencers on how to promote “truthful and data-driven narratives” on digital media.amongthesemicro-influencers, BJP has entrusted Garg, Sisodia, and Shivam to promote the party for the polls.
“BJP has always believed in truth, not narrative... Those who do not want the development of the country have set such a narrative that works to divide the people of India. Whatever survey companies tell about the country is absolutely far from the ground reality. Therefore, if we come to knowaboutanysurvey,itisnecessary to take the ground reality to the people,” said Annamalai.
Annamalai also urged social mediavolunteerstoeducatefirsttime voters about historical facts. “Today if there is any first-time voter, he would have been eightyear-old during the rule of the Congressgovernment,soitisnecessary to give him information about what happened in history,” said Annamalai. “For the next 20 days,ionlyrequestyoutopickfive narratives and to back them up with data. Write a story about five issuesthatmodijihasworkedon, but do not write two lines — tell about five performance indexes that differentiated BJP from AAP, from Congress... We need 400 seats to strengthen the Constitution... talk about Jal Jivan Mission, tax schemes... how we are going to create a New India in the next five years,” he said, adding that being a social media influencer is a serious business and that anyone who uses social mediatoinfluencethemasseshas great power in their hands.
BJP insiders say that collaborating with social media microinfluencers help them in implementing a “360-degree social media campaign”. “The BJP’S strategy extends beyond merely spotlighting their developmental endeavors; it also involves shedding light on the perceived failures of Delhi Chief Minister Arvind Kejriwal, currently in custody,” said sources.
The BJP’S social media cavalry hassofarengagedin10,000party workers,activists,andinfluencers for which an online form was offered to them. “BJP workers had been tasked to connect the party withinfluencers,forwhich,anonline form had to be filled… interestedinfluencerswerethenroped in for meetings at the party unit,” said Rohit Upadhyay, head of Delhi BJP Media.