As the Indian elections kick off, Prime Minister Narendra Modi’s BJP intensifies efforts to capture the youth vote with innovative online campaigns

In the run-up to India’s extensive general elections, Prime Minister Narendra Modi’s Bharatiya Janata Party (BJP) is making significant investments in digital campaigning, particularly targeting the country’s youth with a slew of engaging online content. The BJP, which has cemented its influence in Assam since 2016, is now extending its campaign strategies across the northeastern states, amidst the bustling atmosphere of upcoming elections.

The northeastern state of Assam, known for its lush tea gardens and the iconic one-horned rhinoceros, is witnessing the mobilization of young and first-time voters, with 18 million youth eligible to vote for the first time. This demographic, along with the 197 million Indians aged between 20 and 29, is the focus of an intense meme war, emotive advertisements, and catchy music videos, all designed to sway their electoral choices.

This election season, the BJP is not only highlighting its infrastructural achievements, like the construction of roads and bridges enhancing connectivity within the “Seven Sisters” states but is also navigating the delicate terrain of identity politics which often fuels ethnic conflicts in the region.

Adding a layer of excitement to the BJP’s campaign is the anticipated visit of Elon Musk to India, coinciding with the elections. Musk’s engagement with Indian space companies is viewed as a potential boost for Modi’s campaign, tapping into national pride following India’s successful lunar mission to the moon’s south pole.

On another front, Modi’s ambitious target of winning 370 seats is contrasted starkly against the Congress party’s historical low in seat contestation, reminiscent of the 2004 elections when it strategically ceded ground to allies. This strategic positioning by Congress is aimed at consolidating efforts to challenge the BJP’s dominance.

Amidst these electoral manoeuvres, global media outlets like The New York Times and The Financial Times are providing their readers with insights into India’s complex electoral process and the BJP’s grassroots strategies, reflecting the international interest in India’s democratic process.

As the elections unfold from now through June, with the results anticipated on June 4, the political landscape of India continues to evolve, influenced heavily by digital campaigning and strategic alliances, signalling a transformative phase in Indian electoral politics.