Instead of big interviews and seminars, political parties and leaders are now focusing their attention on a large section of people who decide their opinion from a few seconds of mobile 'reels'. The campaign has been launched through local influencers and popular 'Reelsstars' who have thousands of followers on Instagram, Facebook, WhatsApp and YouTube channels. 5 to more than 25 lakhs is being spent on publicity for the local 'Reelsstar'.
Instead of relying only on social media, efforts are being made to campaign at the city-taluka-district level across the state by joining hands with media influencers who are popular among the masses. Prime Minister Narendra Modi brought together artists who create content on social media and awarded them. After that, many of them like Maithili Thakur contributed directly or indirectly under various government initiatives to create environment.
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On the same lines, Muralidhar Mohol, the former mayor of Pune and the current BJP candidate in the election arena, also brought together 500 to 600 media influencers on a platform. Nitesh Rane did the same through 'Kokan Samman' awards. These popular 'reel stars' who participate in these programs can be easily communicated to their followers through pictures, audio clips on social media. However, many famous 'reel stars' avoid directly campaigning for a political party, said Sunil Nair, Executive Director, Concept PR.
Currently, three types of media influencers are working in this battleground of propaganda. Some are staunch party workers. Some media influencers do not favour any candidate or party, but they praise or criticise the policies, ideologies of a party. They get paid for it.
While some are basically political influencers who are constantly expressing themselves about political events, they seem to express their own opinion on it. Popular faces at the local level are given more consideration while selecting influencers, said Nair.
Currently, many popular local artists like Neha Thombre who communicates in Varhadi language, Konkan hearted girl Ankita Walawalkar, Atyabai Kalpana Khansole of Nanded, Karan Sonawane, Siddhant Sarfare, Samishka Takke are in demand. Humorous or satirical content from short videos attracts more people these days. Also, more information about candidates and political events in that area is taken through local YouTube channels. Therefore, people's opinions are gradually changed through the tapes, posts and interviews of such channels, said Prashant Jadhav, co-founder of Rio One Digital, who is working in this field.
Emphasis on popularity
Many local YouTube channels like Action Mumbai, Mumbai Metro, Mumbai TV are popular. Also, an influencer's popularity, followers on various media such as Instagram, Facebook etc. are paid for. Five to six lakh rupees are calculated for popular influencers at the local level. Considering the production, concept, promotion, Facebook-Whatsapp, post-repost on X, more than 25 lakhs are spent on 'reels'.
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