Social Media Reels and Influencers Transform Ranchi Civic Election Campaign Landscape
Ranchi: The familiar sights and sounds of traditional election campaigning—blaring public announcement systems and plastered wall posters—are rapidly fading into the background of Ranchi's political scene. While these conventional methods have not disappeared entirely, a seismic shift is underway, driven by the preferences of Generation Z voters who are reshaping how political messages are delivered and consumed.
Gen Z's Digital Demands Reshape Political Outreach
Today's young voters increasingly disengage from candidates whose campaigns fail to trend on social media platforms. If a candidate's symbol, messaging, or promises do not appear in Instagram Reels, Facebook videos, or receive endorsements from popular influencers, they risk being overlooked by this digitally-native demographic. The influence of these young voters is so profound that even elderly citizens are becoming hesitant to support candidates unless they have encountered their digital presence through videos or photographs on screens at least once.
This changing voter behavior has forced candidates contesting the upcoming civic polls to completely overhaul their campaign strategies. Noticeable transformations in electioneering tactics are evident as political hopefuls embrace digital tools with unprecedented enthusiasm.
Candidates Embrace Digital Platforms and Influencer Partnerships
From Instagram and Facebook Reels to WhatsApp-shared short videos and photographs, candidates are increasingly appearing alongside social media influencers, digital creators, and recognizable personalities to forge connections with voters. This digital-first approach represents a fundamental departure from traditional grassroots mobilization methods.
Among the frontrunners in this digital transition is BJP-backed Roshni Khalkho, who has been actively leveraging social media platforms to promote her campaign. Her online presence features sound-based reels, engaging short videos, and interactive content that strategically highlights her public work, community engagements, and ward-level outreach initiatives.
Khalkho, who has been allotted the biscuit symbol, is being promoted through trending hashtags including #RMCElection, #MayorRanchi, and #RanchiKiRoshni. These digital markers are helping her content reach audiences far beyond conventional political circles, creating viral momentum that traditional campaigns could never achieve.
Traditional Campaigns Adapt with Digital Complements
Congress-backed Rama Khalkho, who is contesting for the Ranchi mayoral post, has maintained a steady online presence while continuing to rely on traditional grassroots mobilization. She regularly shares campaign updates, public meeting highlights, and resident interactions through digital channels, using online outreach to complement her ongoing door-to-door efforts and public gatherings.
Social media influencer Priya Verma emphasized that digital platforms have become central to engaging young voters effectively. "Youth engagement today happens predominantly on social media. We conduct thorough research and analysis to understand audience behavior and content trends. This digital shift presents tremendous opportunities to communicate political messages more effectively and personally," she explained.
Digital Promoters Boost Local Candidate Visibility
Digital promoters are working diligently to enhance the visibility of ward-level contestants who previously struggled to reach broader audiences. Another social media influencer, Anurag Yadav, revealed he has been actively promoting Sunil Yadav, a ward councillor candidate from Ward No. 29.
"Today, people from every section of society are online. Staying updated on current news and developments is crucial for them. Digital platforms enable us to take local issues and candidates directly to voters in ways that were previously impossible," Anurag Yadav stated, highlighting how technology is democratizing political communication.
The New Political Communication Paradigm
Politically active youth observers note that while social media may not entirely replace conventional campaigning methods, it has emerged as an extraordinarily powerful tool for shaping perceptions, particularly among urban voters. With compelling visuals, trending music, and strategic hashtags engaging voters at unprecedented scales, Ranchi's civic election reflects a broader transformation in how local politics is communicated, consumed, and ultimately decided.
Notably, polling will be conducted on February 23 across 48 civic bodies, with vote counting scheduled for February 27. As these dates approach, the digital campaign intensity continues to escalate, signaling that Ranchi's political landscape may never return to its pre-digital campaigning norms.
