Ludhiana news: Bypoll candidates use social media for canvassing

Candidates are using social media more and going beyond the traditional methods of campaigning like door-to-door outreach, holding public meetings and rallies. To maximise their reach, each contender has assembled dedicated social media teams to manage their online presence, ensuring that their message resonates with voters across platforms.

From reels to memes, digital content is flooding the social media, shaping public perception in real time. Congress candidate Bharat Bhushan Ashu has taken a direct jab at AAP’s Sanjeev Arora, urging voters to seek an appointment with him—only to face a three-tier security barrier. In contrast, Ashu claims he is accessible to all, reinforcing his message with the song, “Wadde Jigre Naal Badle Halaat Jande Haan.” Another reel showcases Ashu mingling with the masses, accompanied by “Tagre O Tagde Saade Soorma.”

AAP candidate Sanjeev Arora has countered with his own digital strategy. One of his reels features the Congress questioning voters about their satisfaction with the current government, followed by a meme of actor Sanjay Dutt saying “Ruko”. The reel then highlights Arora’s accomplishments, reinforcing his campaign narrative. Another reel captures Arora engaging with voters in a cheerful manner, set to “Jad Marzi Dekh Lateen Aake Haade Hi Rehnde Haan.”

SAD candidate Paropkar Singh Ghuman has taken a different approach, focusing on social issues. A widely shared reel shows him assisting a disabled individual outside Gurudwara Nanaksar, highlighting the ruling party’s alleged neglect of those in need.

The digital war is being carefully orchestrated by campaign teams. AAP’s social media strategist emphasised that their focus remains on showcasing Arora’s achievements rather than attacking opponents. “Our reels have crossed 290,000 views, and we maintain a positive campaign,” the strategist noted.

Meanwhile, Paropkar Singh Ghuman’s campaign is managed by his daughter, Ishwin Kaur, who insists that their approach is “organic”. “My father speaks naturally, voicing concerns for the common man. His live sessions often exceed 30,000 views, and we have not purchased fake followers,” she stated.

The BJP’s candidate, Jiwan Gupta, was announced much later than his rivals, and his social media campaign is still in its early stages. BJP leader Anil Sarin confirmed that a team is being assembled to handle his digital outreach.

Congress candidate Bharat Bhushan Ashu’s media team claims to operate on a voluntary basis, with close aides posting videos across WhatsApp, Facebook and Instagram. His reels often feature bold statements, such as “Do not fear Vigilance if you are right—be ready, face it, and we are with you.”

Voters acknowledge the growing influence of social media in shaping their opinions. “We watch these reels, listen to the claims, and form our judgments accordingly. Social media is undeniably impacting voter sentiment,” said M Maini, a teacher.

With digital campaigns becoming a decisive factor, candidates are leveraging social media not just to promote their vision but to engage in subtle yet powerful battles for voter trust. The election result will tell what whose campaign was better.