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I recently wrote an Op-Ed in Indian business daily Live Mint on why BJP’s digital election campaign wasn’t a #fail.

I have praised BJP’s election campaign before and even argued against dismissing BJP’s campaign as flawed, just because it failed. I have also written about why praising BJP’s election campaign isn’t the same as endorsing it’s ideology.

Here’s the full text of the article –

BJP Wide Web: A Success

BJP supporters dominated online conversations about the elections in the Indian blogosphere and on social networking sites such as Facebook, Orkut and Twitter

Gaurav Mishra

It is tempting to see the Congress’ victory this election as a validation of the tried and tested methods of political campaigning. The Bharatiya Janata Party (BJP) ran an aggressive digital media campaign and focused on reaching out to the urban first-time voter, but failed. The Congress ran a traditional campaign, focused on movie songs, local rallies and the charisma of the Nehru-Gandhi family, and succeeded.