Politics takes a fancy to digital influencers

When PM Modi completed nine years in office, the BJP gathered around 500 social media influencers for a celebration

- Lata Jha

Hoardings, pamphlets and street speeches are so yesterday. Political parties are now tapping popular podcasters and influencers to get their message across as general elections loom, seeking out younger Indians who have grown up with smartphones and wireless internet.

Ranveer Allahbadia, whose Youtube channel BeerBiceps has nearly 7 million followers, has hosted various leaders of the ruling Bharatiya Janata Party (BJP) including Smriti Irani, S. Jaishankar and Rajeev Chandrasekhar. While Congress leader Rahul Gandhi appeared on Curly Tales, which has nearly 3 million subscribers, Nationalist Congress Party leader Supriya Sule has gone on The Bombay Journey, a part of Mashable India that has 567,000 subscribers.

Several BJP leaders have also collaborated with influencers such as comedian Shraddha Jain, and author and podcaster Raj Shamani.

Industry experts said that tapping a vast influencer base aims to more than just win elections; parties and politicians are using the digital medium to broaden reach, and add authenticity and personalization to ideas.