MUMBAI: In the charged poll season, candidates are going all out on social media to ensure messages make a lasting impression. Timelines are buzzing as incumbents and new contenders work overtime to amplify their reach, using hashtags to stand out.
From assembly speaker Rahul Narwekar, who is using #PaanchSaalBemisaal to highlight his work in Colaba since the last polls, to Mulund MLA Mihir Kotecha’s #Mihir4Mulund and Bhiwandi MLA Rais Shaikh’s #RiseWithRais, each slogan is trying to capture campaigns’ essence. Amin Patel, Mumbadevi MLA, is tapping into local sentiments in the minority-dominant constituency with #AwaamKiAwaaz and #AwaamOfMumbaadevi. His opponent, Sena’s Shaina NC, is making use of #ShainaNC4MumbaDevi. Then there’s incumbent Bandra West MLA Ashish Shelar, who is running #ApnaAshishHaiNa, and MP Lodha, Malabar Hill MLA, with #HameshaAapkeSaath.
Some candidates’ posts on X give updates on their group meetings, housing society visits and yatras to various corners of their constituencies.
According to citizen groups on social media, these hashtags may be an effective way to connect with the electorate but they have a word of caution. “With artificial intelligence already honing in on keywords across social media, they lack impact and serve little real purpose,” said advocate Trivankumar Karnani, founder of Citizen Welfare Forum-Mumbai North Central District Forum, which raises citizens’ issues on X.
Mandeep Singh Makkar, founder of Chandivali Citizens Welfare Association , who handles @ChandivaliCCWA, said such hashtags are only a type of propaganda and may not convert into votes.
“Today, the voter is smart enough and not ready to be manipulated by such hashtags. People would rather have their issues resolved than see such hashtags.”
However, in an era where digital presence is crucial, some candidates believe that a powerful online identity can make some kind of impact. RTI activist Anil Galgali said while politicians understand hashtags may not make a huge difference, in today’s scenario-where elections can be decided by just a few hundred votes-every vote matters. “If social media can help them reach even a small segment of voters, no candidate wants to miss that opportunity.” Galgali referred to Sena’s Ravindra Waikar beating Sena (UBT)’s Amol Kirtikar for the Mumbai North-West seat in the LS polls by just 48 votes-the narrowest margin across the country during the election.
Political analyst Surendra Jondhale said hashtags resonate with educated, cosmopolitan and elite voters. “A hashtag might work to some extent for Narwekar in Colaba whose voters are educated. We’ve moved far from the days when autos with loudspeakers aired catchy taglines.”
Jondhale credited BJP for pioneering the use of social media in elections. “Take incumbent Bandra West MLA Ashish Shelar’s hashtag #ApnaAshishHaiNa-it’s informal, making voters feel he’s one of them. This kind of language builds stronger rapport with voters,” he said.