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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.  Read More

The world’s biggest election is underway in India and, as India’s 714 million voters cast their ballots in the month-long elections, they are witness to a range of digital initiatives from political parties, civil society organizations, media houses and even corporates. It’s not surprising, then, that the Indian internet community is abuzz with discussions related to various aspects of the elections.

It’s not only a big election in terms of numbers, it’s a big election for India in terms of timing. Last November, the terrorist attack in Mumbai shook up India’s politically apathetic youngsters and brought them out into the streets. Since then, a series of digital civil society initiatives have sought to channel this newfound sense of civic engagement in the Indian youth into meaningful participation in the political process.

In the run up to the elections, online conversations in India have been charged with this civic consciousness. Transparency campaigns like No Criminals in Politics and Vote Report India and voter registration campaigns like Tata Tea’s Jaago Re have caught the imagination of urban India’s web-savvy youngsters, with their effective use of social media platforms like Facebook and YouTube.  Read More

I’m starting off the Global Voices special coverage on the 2009 Indian general elections by analyzing how internet and mobile technologies are transforming election campaigning in India.

Politics in India is essentially local and India’s voters elect their representatives based on small local and regional issues, instead of the big national issues. As a result, election rallies and door-to-door canvassing, supplemented by local hoardings and print ads in the vernacular languages have traditionally been at the core of election campaigning in India.

In 2004, the incumbent BJP broke away from this pattern with its aggressive nation-wide ‘India Shining’ campaign. It recruited advertising and PR agencies to manage its campaign, focused on the urban first time voter, advertised heavily on print and television, and allocated 5% of its campaign budget to an e-campaign, for revamping its campaign website, pushing out text messages, pre-recorded voice clips and emails to its database of 20 million email users and 20 million phone users, and offering campaign-related mobile ringtones for download (BBC/ BBC/ Rediff/ Hindu). The ‘India Shining’ campaign didn’t work eventually, and Sonia Gandhi led Congress to a surprise victory, once again reaffirming the almost magical appeal of the Nehru-Gandhi family amongst India’s voters. Many observers even attributed BJP’s loss to its “elitist” ‘India Shining’ campaign (Live Mint).  Read More