Social Media and the Spectacular Victory of Narendra Modi - Case Study

 India the largest democracy has chosen a leader through the democratic process of elections. Narendra Modi, (official prime ministerial candidate of BJP) has won with a spectacular victory and he will become the next prime minister of India after Dr. Manmohan Singh.  Critics were (and some still) criticizing him with number of reasons. Anyway, the people of India have chosen him as prime minister. In many states such as Gujrat, Rajasthan, Delhi, Uttar Pradesh BJP/NDA performed very well. This election will be remembered as one man show in future. Today we are not going to analyze this victory (leave that task on political analyzers) but in this post, we are going to have a glance on the role of social media in the spectacular victory of Narendra Modi.

Social Media and the Spectacular Victory of Narendra Modi [Case Study]

As per a research conducted in meantime, it was predicted that Social Media can affect minimum 5% of total votes. Although political leaders from congress part (UPA) like Shashi Tharoor was among the first twitter users in India as far as politics is concerned, then why his party was unaware of the power of social media?  Later, they spent around Rs. 5 million especially for the social media promotion of Rahul Gandhi, but it was too late to recover the gap between them and Mr.Modi, most surprisingly Rahul Gandhi has no official twitter account even today. Modi was leading in the election campaign since the beginning of it, in every kind of branding.  Thus it leads to the huge setback to the congress party like never before.

# Mission India

Mission India 272+ was the innovative decentralised electronic campaign introduced by the Narendra Modi in this election. It was a platform for those who desperately wanted to see Narendra Modi as the prime minister and wanted to support and promote the campaign, indeed it was platform for the volunteers of the whole country. This cyber army worked hard constantly to archive great success and finally Narendra Modi got the expected benefits. Though social media has influenced around (minimum) 5% of total votes, we should consider this as a kingpin of whole campaign. This cyber army was specifically working/dedicating for the promotion of Narendra Modi and not for the party. BJP has entirely separate unit for social media campaigning.

# Blogging

Blogging was the important medium throughout the campaign. Mr.Modi (his team on his direction) posted maximum updates containing information related development model of Gujrat, summary of his speeches, his projection about developing India etc. We can compare this strategy with the strategy adopted by Mr.Obama during his election campaign. Modi used to post important updates and at the same time to connect with the maximum youth through his blog. The blog is still live here, and you could see that in four languages i.e. English, Hindi, Sanskrit & Urdu.

# Selfies

Mr. Modi clicked and posted selfies to attract the youth. Some small innovate ideas such as using hash tag #SelfieWithModi he also encouraged youth to vote and then to post their selfies on the social networks might leads to increase the over all voting percentage. Voters also positively responded him and posted numerous selfies which generated buzz on social media.

# Appointment of Page Administrators

Although, volunteers from mission 272+ were promoting the campaign the BJP local leaders appointed passionate youth friends as page admin to promote their campaign on local level in some areas of the country. They have chosen Facebook because it is more popular than twitter in rural area of the country.  They were imitating the national Modi campaign strategy on local level but with the same techniques.

# The Modi’fied Social Media

The people on social media, who wanted to see Narendra Modi as prime minister of India were not only supporting him but also they actively participated in social media campaign apart from joining Mission272+ army. They were never interested in politics but they still actively participated in election campaign to support and promote Narendra Modi. AAP supporters also did well on social media but unfortunately unstructured social media campaign was not enough for them. Ultimately, the social media in India was totally Modi’fied. Today, Narendra Modi is the most popular political leader also on Social Media.

This is how social media played an important kingpin role in the victory of Narendra Modi.  Let's wish them with blessings to inculcate the concept of good governance in Indian Politics.

Conclusion – Narendra Modi used social media in a planned way, which has definitely contributed certain amount in such tremendous success. No doubt, now, other political parties will definitely understand the importance of social media and they will also emphasize on their social media campaign in near future in order to connect with the maximum youth.


Yashodhan Walimbe

Commerce graduate from India having interest in Information technology, Photography. Music addicted person as well as traveler experiment lover, cyclists and much more.. Read full story..


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