Hashtags, reels and influencers: Digital push redefines civic poll campaigns

Ranchi: Gone are the days when you hear about your favourite candidate or, for that matter, the most disliked one, for elections through the public announcement systems or wall posters. It is not that these traditional systems no longer exist; however, Gen Z tends to disengage from them if the candidates, their symbols, campaign messaging, or promises do not trend on social media reels or receive support from their preferred influencers. Such is the influence of these youngsters and their social media presence that even elderly voters are often reluctant to support candidates unless they have seen their videos or photographs on digital screens at least once.

Tapping into this fad, candidates have now shifted their campaign strategies with noticeable changes in the electioneering witnessed for the upcoming civic polls. From Instagram and Facebook Reels to short videos and photographs shared on WhatsApp, many candidates are increasingly appearing alongside social media influencers, digital creators, and well-known personalities as they seek to connect with voters.

Among the candidates embracing digital tools is BJP-backed Roshni Khalkho, who has been actively using social media to promote her campaign. Her online presence features sound-based reels, short videos, and interactive content that highlight her work, public engagements, and ward-level outreach.

Khalkho is allotted the biscuit symbol and is being promoted through trending hashtags such as #RMCElection, #MayorRanchi, and #RanchiKiRoshni, helping her content reach audiences beyond conventional political circles.

Congress-backed Rama Khalkho, who is fighting for the Ranchi mayoral post, has also maintained a steady online presence, sharing campaign updates, public meetings and interactions with residents. While her campaign continues to rely on traditional grassroots mobilisation, she also uses digital outreach to complement her door-to-door efforts and public meetings.

Social media influencer Priya Verma said digital platforms have become central to engaging young voters. “Youth engagement today happens largely on social media. We do research and analysis to understand the audience behaviour and content trends. This shift offers a lot of opportunities to communicate messages more effectively,” she said.

Digital promoters are also working to boost the visibility of ward-level contestants. Another social media influencer, Anurag Yadav, said he has been actively promoting Sunil Yadav, a ward councillor candidate from Ward No. 29. “Today, people from every section of society are online. To stay updated on current news and developments is important for them. Digital platforms also help take local issues and candidates directly to the voters,” he said.

Politically active youths note that while social media may not entirely replace conventional campaigning, it has emerged as a powerful tool in shaping perceptions, particularly among urban voters. With visuals, music, and hashtags engaging voters, Ranchi’s civic election reflects a broader transformation in how local politics is communicated and consumed.

Notably, the polling will be held on February 23 across 48 civic bodies, with the counting scheduled on February 27.