Maharastra civic poll candidates go digital for ward-level outreach

MUMBAI: Campaign trails that once echoed with door-to-door pitches and rally slogans are now buzzing in phone notifications. As civic elections draw closer, candidates are discovering that the most persuasive knock on a voter's door may actually arrive via WhatsApp.

Over the past few elections, contenders leaned heavily on platforms such as Facebook and Instagram to reach voters. This time, however, WhatsApp has emerged as the most effective ward-level campaign tool. Several candidates have created multiple WhatsApp groups, each with nearly 300-400 voters, carefully curated to include influential residents, local opinion leaders, housing society representatives and youth volunteers from their wards. These groups are being used to share nomination updates, rally schedules and outreach plans, while also laying out development promises for the post-poll period.




"In order to reach the masses, social media-especially WhatsApp-is proving extremely useful," said Brian Miranda, a Congress functionary campaigning in Kalina for his wife Tulip, who is contesting for a second consecutive term. He explained that core workers are assigned specific buildings and slum pockets, collect feedback from residents and flag issues that require direct intervention. "Wherever required, we personally go and address voters," he said.

Congress MLA Amin Patel said ward-wise WhatsApp groups already exist in his constituency, where residents receive updates on civic works, camps and local meetings. "During elections, we are now using these groups extensively to ensure our nominated candidates win," he said. Former Congress corporator Javed Juneja echoed the view, noting that while social media creates visibility, "real engagement happens on WhatsApp, where communication is direct and personal."

In Bandra West, first-time candidate Akshata Ryan Menezes of the Shiv Sena (UBT) said door-to-door outreach remains the starting point. "Once we've covered areas physically, WhatsApp helps us continue the conversation with voters," she said. The ward was won by a Congress candidate in 2017.

AAP Mumbai working president Ruben Mascrehenas described WhatsApp as the most critical election communication tool. Younger voters, he said, have largely moved away from Facebook, while Instagram engagement is mostly limited to short reels. "Beyond that, sustained engagement is difficult. WhatsApp is universal and far more effective because messages reach people whose numbers are already saved," he said, adding that the platform mirrors traditional door-to-door campaigning by enabling steady, targeted communication right up to polling day.