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2014 To 2019: From social media to app, BJP’s digital campaign shifts gear

Between mid-September and now, Modi has had six “Mera Booth Sabse Mazboot” video interactions with booth workers in 30 Lok Sabha constituencies through the NaMo App.

2014 To 2019: From social media to app, BJP’s digital campaign shifts gear Having extensively used social media for mass engagement during 2014 Lok Sabha elections, the BJP’s IT-enabled mass engagement seems to be inching towards app-based mass engagement in 2019.

In the run-up to 2019, the BJP has made efforts to bolster engagement through the Narendra Modi (NaMo) mobile app. The introduction of promotional merchandise, micro-donations up to Rs 1,000, and video interactions through the app signal the added importance given by the party to app-based engagement, a BJP source said.

Prime Minister Narendra Modi, the BJP’s biggest vote catcher, used app-based interactions early this year for Karnataka elections. He interacted with party workers from various frontal organisations — Yuva/ Mahila/ Kisan/Dalit/Tribal/OBC/Minority Morcha — through five video interactions in April and May in the run-up to Karnataka polls.

Even though the party remains focused on the Assembly elections in five states, Modi has continued his video interactions with party workers from a bunch of Lok Sabha seats through the NaMo App. Between mid-September and now, Modi has had six “Mera Booth Sabse Mazboot” video interactions with booth workers in 30 Lok Sabha constituencies through the NaMo App. In fact, 17 of these constituencies are in poll-bound Madhya Pradesh, Rajasthan and Chhattisgarh.

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“Each of these video interactions has been streamed live on Facebook, Twitter, YouTube along with NaMo App. These interactions are also screened at around 10 locations in each of the respective Lok Sabha constituencies where 5-10 thousand workers and supporters listen to Modi,” said a source involved in organising these app-based interactions. The source claimed that this mode has taken their engagement to several lakhs by now. Through the video interactions, the party hopes to present talking points to booth-level workers.

Apart from video interactions, sources suggested that their new features — introduction of promotional merchandise, micro-donations up to Rs 1,000 — have shown encouraging results. In fact, the sources claimed that residents in Delhi, Maharashtra, Karnataka, Uttar Pradesh, Gujarat and Telangana have accounted for the most micro-donations and sale of merchandise like mugs and T-shirts since its launch in late September. The T-shirts have lines like “Keep calm and trust NaMo” and “India MODIfied” written on them.

Festive offer

The micro-donation strategy is not merely about funds, said the BJP source. In fact, material investments translate into “emotional connect with the party”, the source said. Through different volunteer activities, NaMo users can receive credit points, share pre-designed infographics and articles.

Having extensively used social media for mass engagement during 2014 Lok Sabha elections, the BJP’s IT-enabled mass engagement seems to be inching towards app-based mass engagement in 2019. “Going by the latest development, it would be correct to say that if 2014 was a ‘social media’ election, 2019 would be an ‘app’ election,” said a source involved in preparation of these new media of interaction for mass engagement.

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Describing the NaMo App as an extension of PM Modi’s digital presence, BJP information technology cell head Amit Malviya said the app is unique for the small communities it creates for discussion on public issues. “There was great demand from people for merchandise and memorabilia centered around the PM’s persona for quite some time. We were also getting requests from people wanting to contribute either their time or resources. This essentially led to the creation of donation, merchandise and a section for volunteers. Since the Jan Sangh days, the party has grown on micro-donations and what we have now done is created a digital option,” said Malviya.

First uploaded on: 16-11-2018 at 00:59 IST
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