In the high-stakes arena of the Nagpur Municipal Corporation (NMC) elections, social media platforms have transformed into the primary battlefield for political candidates. The traditional methods of door-to-door canvassing and public rallies are now being aggressively supplemented, and sometimes even replaced, by a rapid-fire exchange of short videos. These clips are not just promotional tools but are being strategically used to launch direct counter-attacks against rivals and, in a surprising twist, to voice internal party disputes publicly.
Videos as Weapons: The New Cycle of Accusation and Rebuttal
A clear example of this trend is a video featuring Virendra Kukreja, a former BJP corporator. When an opponent alleged that Kukreja had failed to develop facilities at a public ground, he did not issue a standard press note. Instead, he went to the site in question, recorded a video, and addressed the accusations point by point on camera. This tactic effectively turned a localized ward-level issue into a public spectacle, designed for swift sharing across local WhatsApp groups and social networks.
Party insiders confirm that this form of digital sparring has become routine in the current election cycle. The pattern is now familiar: challengers visit locations they claim were neglected by the sitting corporator and film "work not done" videos. Incumbents are then forced to respond with their own video reels, either disputing the claims or showcasing completed work. This creates a continuous, real-time cycle of accusation and rebuttal, where both sides attempt to define the narrative of the outgoing term's performance instantly.
A Shift in Communication Strategy and Internal Party Politics
The style of campaign communication has undergone a fundamental shift. Candidates now prioritize releasing content directly on their personal social media handles. They then rely on their network of supporters to mass-forward this content through ward-level WhatsApp groups, apartment complex networks, and community clusters. This method grants them direct, unfiltered access to voters, reducing their dependence on traditional press interactions.
Interestingly, the social media push has also bled into internal ticket politics. During the nomination and withdrawal phases, several aspirants who were denied tickets or felt pressured to withdraw turned to video platforms to "speak their heart out." These emotionally charged clips, often recorded outside election offices or in neighborhood lanes, directly blamed party higher-ups or specific leaders. Widely circulated by supporters, these videos turned private party grievances into a public spectacle, applying pressure from the grassroots.
A Sharper Trend Than 2017
Observers and leaders who track online political chatter note that this trend is significantly more pronounced than during the 2017 civic polls. Video is no longer seen merely as a one-way promotional tool. It has evolved into a multi-purpose instrument: an instant response mechanism to counter opponents, a direct channel to constituents, and a potent pressure tactic within political parties themselves. The Nagpur NMC polls are showcasing a new, volatile, and highly public digital dimension of Indian democracy at the municipal level.
