Political leaders reach out to digital content creators, podcasters in run-up to elections

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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. “With the youth turning away from traditional news, Indian politics is chasing eyeballs and engagement on social media through influencers," said Shrenik Gandhi, co-founder and chief executive officer of White Rivers Media, a digital agency.

"It’s about bypassing media filters, transitioning from political rallies and connecting on platforms like YouTube. As far as the 2024 general elections are concerned, one could expect an explosion of niche targeting—memes, micro-influencers, podcasts, amongst other mediums—catering to the generation that has been raised online," Gandhi said. The influencer wave stems from data-driven outreach and the trend reflects a crucial understanding—young voters seek authenticity and engagement beyond pre-packaged sound bytes, Gandhi added.