Considering the eclectic mix of alliances and complex caste arithmetic, the upcoming Bihar elections have been touted as the ‘mother of all elections’. Since the battle involves our digitally savvy PM as the star campaigner for NDA the ripple effect is bound to traverse through Social Media.
The same was witnessed when President of Rashtriya Janata Dal and ex-chief minister of Bihar, Shri Lalu Prasad Yadav resorted to Dubsmash for taking a jibe on PM Modi and BJP’s flagship campaign ‘Acche Din’
The Dubsmash video released on RJD’s official YouTube channel has garnered more than 1.5 Lac views in a span of three days. Known for his oratory skills and wry sense of humour LaluJi seems to have struck the right chord with the masses on the overtly used and abused connotation of ‘Acche Din’.
With this Dubsmash, Lalu Prasad Yadav became the first Indian Politician to use the platform; an amazing feat to accomplish in the reign of Digital India.
Drawing Parallels Narendra Modi / BJP Vs Lalu Prasad Yadav / RJD
A striking contrast to this is a video uploaded on BJP’s official channel covering PM Modi’s speech at a rally in Bihar. The video has elements which would connect to the masses of Bihar and follows a great storytelling approach. Although the video is rich in content it has managed to receive merely 644 views.
The case reaffirms the importance of message over the medium. While BJP’s official YouTube Channel boasts of 95,000+ subscribers on YouTube, RJD’s official channel is limited to 524 subscribers.
There are a number of factors which can be attributed to the success of LaluJi’s Dubsmash, including the marriage of content-context, humour appeal which resonates with the mood of the nation and above all the admirable mimicry skills which are a part and parcel of the leader’s personality.
Social Media Magicians from Narendra Modi’s Team and BJP need to pick a few leaflets from this case and create interactive content to complement the massive on ground campaign for the Bihar Elections.