#CongregationsIndia: Event Managers Must Explore New Channels for Political Campaigns - Ankit Lal

Industry Watch | January 8, 2021 | News

Congregations India Ankit Lal Diggaj Mogra Jarvis Technology & Strategy Consulting Prof. Ujjwal K Chowdhury

Ankit Lal, Author, India Social and campaign strategist and Diggaj Mogra, Political Advisor & Director, Jarvis Technology & Strategy Consulting were in conversation with Prof. Ujjwal K Chowdhury, Pro Vice-Chancellor, Adamas University on the reality of strategising virtual communication for the forthcoming polls at the ‘CONGREGATIONS INDIA: Government, Political & Religious Events Summit’ organised by EVENTFAQS Media on December 24, 2020.

Role of technology in success of a campaign

Talking to session moderator Ujjwal Chowdhury about the role of technology behind the success of a poll campaign, Mogra said, “In order to connect with people, we need to leverage technology and data because the Indian IT industry is good at it, though it had never been used in the political domain for long. We wanted to change that; so we brought software, data cleansing and algorithms and made sure all the data across the country could be made homogenous; which makes it easier to impact any target audience through multiple channels. Due to this, the voter became the single entity and did not fall prey to group communication.”

Social media has helped create effective communication thanks to which it was possible to target unconverted voters and create necessary impact among them during elections,” added Lal.

Strategies for political communication

Post the pandemic, people have drastically shifted towards digital outreach and it is blending with face-to-face in political communication. For instance, Amit Shah did the mega virtual rally for the recent Bihar elections. Through digital interaction, the people have to spend less resources and time and this trend will grow in the coming days,” said Mogra.

Adding to this, Lal said, “In our recent campaign for Bihar elections, we noticed that the number of people attending a digital rally was more than that of the voting population of Bihar and this is the outcome of going digital. We need to understand that digital campaigns cannot be done overnight, especially political campaigns. There has to be a long-term well-thought strategy behind election campaigns to make an impact in elections.”

Suggestions for event managers

Advising event managers who plan to get involved in political campaigns for the upcoming elections, Mogra said, “I would suggest that they explore new channels and experiment on these platforms as people are open to accepting new ways. Next is to use local media and local influencers, rather than running behind big media houses and engage them for your events.”

As a campaign manager, one of the issues I face is that the local vendors come to us with one piece of a puzzle rather than the holistic solution. This is the age of integrated campaigns; we need a campaign which is equally there on ground, digital, TV, Print - basically it has to have 360-degree appeal. We need interwoven campaigns. As campaigners, we need to upgrade ourselves and start thinking about what is the larger piece of the puzzle which we can solve rather than selling what we already have,” concluded Lal.

Ankit Lal, Author, India Social and campaign strategist and Diggaj Mogra of Jarvis Technology & Strategy Consulting were in conversation with Prof. Ujjwal K Chowdhury at the summit.

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