How political parties are using digital media for election campaigns in Chhattisgarh

October 27th 2018

Political parties across the globe are using traditional mediums of advertising such as TV Ads, Newspaper Ads, FM, Billboards Advertising and more!

In the era of digitalization with mobile & internet,  the total number of internet users in India is around 500 million (50 Crores) by June 2018, said a report by the Internet and Mobile Association of India (IAMAI) and Kantar IMRB.

Social Media as an Effective Political Communication Tool

Among major political parties in India, BJP has the biggest charisma in social media. BJP started using social media even before the 2009 general election, which it lost.

In 2014 Loksabha Election, We've seen how Indian Prime Minister Shri. Narendra Modi & BJP aggressively used social media & internet to reach the voters.

The digital team of Narendra Modi & BJP has the complete idea of internet marketing and has completely utilized every aspect of it to become popular on social media. Digital marketing helped him gain more transparency as it helped him engage with voters around political decision-making processes.

BJP Chhattisgarh vs INC Chhattisgarh

BJP vs Congress Chhattisgarh

In this article, we highlight digital presence, activities & campaigns running by political parties of Chhattisgarh. As per public interest,  BJP, Congress & Janta Congress Chhattisgarh are major parties in Chhattisgarh. So, we'll benchmark the activities & digital presence of above three political parties.

  • 1. Bharatiya Janata Party - Chhattisgarh

    In the last five years, the Bharatiya Janata Party (BJP) has undergone a massive transformation and is today the country's biggest political party. The party won the 2014 general election with a convincing majority under the leadership of Prime Minister Narendra Modi who assumed power in May 2014.

    The Bharatiya Janata Party (BJP) is ruling since 2003 in Chhattisgarh. It's been 15 years and some people are expecting anti-incumbency factor in the Assembly Election 2018.

    As per our digital observations, we found there's the mixed response from people of Chhattisgarh about the popularity & work done by chief minister Dr. Raman Singh & Bharatiya Janata Party. The popularity of  Dr. Raman Singh has remained same so it may the good signal for the party and their supporters.

    Now let's go dive into some analytics & statistics of digital presence & activities of Bharatiya Janata Party - Chhattisgarh

    Note: 1 month public data from 27 Sep - 27 Oct 2018 has been used  in this benchmark report!

    Facebook Page - BJP Chhattisgarh

    Facebook Presence Highly Active
    Page Likes 930,255
    Content Quality Good
    Average Engagement 307.7

    Top 3 Facebook Posts from BJP Chhattisgarh

    Twitter Handle - BJP Chhattisgarh

    Twitter Presence Highly Active
    Followers Count 34,442
    Content Quality Good
    Average Engagement 164.1

    Top 3 Tweets from BJP Chhattisgarh

  • 2. Indian National Congress - Chhattisgarh

    Indian National Congress byname Congress Party, broadly based political party of India. In the year 2000, Chhattisgarh State was formed and Ajit Jogi served by Congress party as the first chief minister of the state of Chhattisgarh. In 2003 Chhattisgarh Assembly Election, BJP registered a massive win with 50 seats and Dr. Raman Singh served as the chief minister. BJP repeated the same history and got the clear mandate in 2009 & 2014 elections.

    It's been more than 15 years, Congress Party is playing their role as an opposition in Chhattisgarh. In 2018 Assembly Elections, Congress party has the opportunity to break the history of BJP in Chhattisgarh and form their government in Chhattisgarh after 15 years.

    Now let's jump into some analytics & statistics of digital presence & activities of Indian National Congress - Chhattisgarh

    Facebook Page - INC Chhattisgarh

    Facebook Presence Highly Active
    Page Likes 111,778
    Content Quality Good
    Average Engagement 438.9

    Top 3 Facebook Posts from INC Chhattisgarh

    Twitter Handle - INC Chhattisgarh

    Twitter Presence Highly Active
    Followers Count 17,533
    Content Quality Good
    Average Engagement 392.1

    Top 3 Tweets from INC Chhattisgarh

  • 3. Janta Congress Chhattisgarh

    Janta Congress Chhattisgarh is a political party operating in Chhattisgarh. Former Chief Minister, Ajit Jogi endowed the party on June 23rd, 2016. With a perspective of Social Justice for All, Women Empowerment and Inclusive Governance.

    Now let's jump into some analytics & statistics of digital presence & activities of Janta Congress Chhattisgarh

    Facebook Page - Janta Congress Chhattisgarh

    Facebook Presence Highly Active
    Page Likes 88,281
    Content Quality Good
    Average Engagement 77.0

    Top 3 Facebook Posts from Janta Congress Chhattisgarh

    Twitter Handle - Janta Congress Chhattisgarh

    Twitter Presence Highly Active
    Followers Count 5,031
    Content Quality Good
    Average Engagement 10.9

    Top 3 Tweets from Janta Congress Chhattisgarh

Content Marketing for political decision-making processes

“Content marketing” is a big umbrella. There are many types of content and many digital channels where you can put your content and reach out to your targeted audience. How does a content marketer decide on the type-mix-channel that makes the most sense?

It doesn’t matter how big your company or political party. Content marketing only requires resources such as text, image, video, audio...

Here are the few types of content every political party must include in their marketing campaigns:

  • Infographics
  • Memes
  • Images
  • Videos
  • User Generated Content
  • Live Video
  • Photo Galleries
  • Link Pages
  • Online Contest & Giveaways
  • Sponsored Advertisements

Winning Social Media Strategy using Content Marketing


Campaign Objective

First, know your campaign objective. Once you get, choose at least one content type that can explain whatever you are trying to explain


Engaging Content

Develop highly engaging content that can influence the decision-making processes of voters


Publish on social media

Publish and amplify the content on social media. Ask people & your volunteers to share the content as much they can


Reach lakhs of voters

If your content has potential the to influence the decision-making processes, Add some budget and run sponsored ads on Facebook & Instagram

Best Example of Content Marketing in Chhattisgarh Election 2018

Indian National Congress - Chhattisgarh made a stunning video for their elections campaigns. It's "Raman Ka Ulta Chasma". The content has really creative & impressive concept and storyline. Let's Have a look:

Full Video

Part 3

Did "Raman Ka ulta chasma" by INC Chhattisgarh went viral in chhattisgarh?

Answer: No, INC Chhattisgarh made a really great video that has potential to influence the decision-making processes but they failed to make it go viral.

If you go & see, the sum of total views of the video including facebook, twitter & youtube is under 1 Lakh.

There are around 25 lakhs active Facebook & Instagram users in Chhattisgarh who are 18 to 65+ in age. So, we can say 25 lakhs voters use Facebook & Instagram in Chhattisgarh. INC Chhattisgarh wasn't able to reach even 5% of voters with their great video.


It's really cool that we are discussing digital marketing campaigns for politics. If we go back to 5 years and see, Social media was not an important channel to political parties in the last elections held in 2013. It's been just 5 years and things have changed now. We are living in mobile-first & Internet Era where most of the people owns at least a smartphone and an active Internet connection. This evolution created a new way of marketing that we called "Digital Marketing". Search engines, social media sites, blogging platforms, directories and more came into existence. And That become our marketing channel.

The political parties based in Chhattisgarh are using digital marketing & social media actively. I have no doubt to say that they have a proper marketing strategy and they are doing it well. It's also true that many improvements can be made and that can provide huge results. All parties are lacking in reaching large numbers of voters in social media. They are not able to fight with Facebook's algorithm. Facebook will not make you grow up until you pay to Facebook. That's the business model of Facebook. In this scenario, political parties should use the combination of both organic and paid medium of digital marketing. This strategy will make them expand their reach and influence the decision-making processes of voters.

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