Candidates take digital route to win hearts

As the Jalandhar Municipal Corporation elections approach, slated for December 21, candidates are increasingly turning to social media to boost their campaigns. While door-to-door canvassing remains a primary strategy, candidates are leveraging digital platforms to expand their reach and engage with a tech-savvy electorate.

In a move that signals the shift to modern campaigning, parties like AAP, the Congress, SAD and the BJP have embraced platforms such as Facebook, Instagram and WhatsApp to share updates, interact with residents and even highlight personal moments during their busy schedules.

Candidates, including AAP’s Jagdish Raja, his wife Aruna Arora, Harsimranjit Singh Bunty, Amit Dhall, BJP’s Prof Kanwar Sartaj, Rajan Angural, Jasveer Kaur and Congress's Uma Beri, Jasleen Sethi, Balraj Thakur, Manjit Kaur and several others, including independent candidates, are leading the charge in creating dynamic online presence. Their posts often feature visuals of public interactions, speeches and light-hearted glimpses during campaign, from chatting with shopkeepers, residents to attending local events.

It was learnt that many former councillors and those fighting elections for the third-fourth time, have teams dedicated to managing these social media profiles, who are working tirelessly behind the scenes. These groups ensure real-time coverage of candidates' activities, frequently uploading videos, photos and reels that are tailored to connect with voters emotionally. Additionally, these digital efforts are directed at narrating a positive story of each candidate, with attention to building trust and transparency.

“Even while knocking at voters' doors to make personal appeals, candidates are mindful of documenting memorable campaign moments, which are quickly edited and posted online. This dual strategy enables them to connect directly with local voters while simultaneously building their presence across city”, said an employee working with a local PR firm.

He said digital campaigns have proven effective in attracting young voters and providing candidates a way to communicate policies and promises effectively.

“The impact of this growing trend of digital campaigning is already sparking discussions among voters, with many acknowledging the innovation as a new era in local elections. Not just this, even voters are equally smart, they immediately post comments and share the problems in their area and whom they think is a potential winner. So, it also gives those handling social media an idea of what should be their next strategy”, he added.