The Bharatiya Janata Party (BJP) Delhi unit banks on the developmental work performed by Prime Minister Narendra Modi in the national Capital, while exposing the Opposition by reaching to the ground level and talking to the public as a part of their social media strategy ahead of the highly anticipated Lok Sabha elections 2024.

The mastermind behind the strategy Dr Rohit Upadhyay shared that the social media team is focusing on the ground realities. What makes the campaign reach a larger audience and connect to the public, according to him, is that the people engaged in the work are unlike others where one sits behind the curtain and operates a computer.

Instead, he said, “The social media of the BJP is of the workers. These workers are emotionally attached to the party and understand the sentiments of the ground level. They aren’t working on it for money. They go on the ground and capture people’s sentiment on the works of PM Modi.”

He shared that as the seven MPs were announced, the team immediately started with a ‘positive campaign’. It includes highlighting the work done by the Centre in the city. “If PM Modi has done good work, then the people will speak for it themselves. Highways and roads constructed by him here, despite not having a government in Delhi, are used by everyone, including the opposition as well,” he said.

He also added that they are also keeping in mind that the different candidates are made known to their constituencies which helps the public feel that their future MPs live between them and are accessible.

On the other hand, the strategist shared that the party, as the opposition in the Legislative Assembly, has a duty to expose the ruling Aam Aadmi Party(AAP) government and debunk their tall promises of providing free electricity and water among other claims.

“Our campaign ‘Kejriwal hatao, Delhi bachao’ aims at exposing the lies of the AAP- Congress alliance. Kejriwal has been in power since the last nine years and in that period of time almost all departments have committed corruption. So we have to expose that too to the public,” he said.

The public oriented social media strategy has adopted a farsightedness, vying for the upcoming Delhi elections too with a strong conviction in the saffron party’s state unit of winning all seven seats of Delhi. “It is not as if the BJP is raising allegations against AAP, it is the public that is exposing them. They say they are giving free water but when we go to the people they show 5 to 10 lakhs of bills. It is our job to bring forth these scams as an opposition here.”

Catchy hashtags including ‘Thago ka mela’, ‘BJP matlab seva’ and ‘Dil me Modi, Delhi me Modi’ have also been devised to attract users to engage with the BJP’s social media platforms. Stretching the ambit of reach, Upadhyay explains that apart from the designated team, volunteers and influencers, who are common citizens, also contribute by making and sharing videos of the good work that the saffron party has done.