In the 2024 Indian general election, political parties moved beyond traditional campaigning, tapping into the vast influence of social media influencers. What was once a niche sector of the digital world became a cornerstone of political communication. A key moment was when Ashish Mishra, a content creator from Ayodhya, captured footage of the newly inaugurated Ram Mandir. With over 200,000 followers, Mishra’s reel reached millions, spreading not just cultural messages but aligning with political narratives. Mishra’s content became a prime example of how influencers were co-opted into the political machine.

The 2024 election campaign showed how influencers, who had previously shaped trends in lifestyle, fashion, and entertainment, now became central figures in political strategy. Political parties understood that to win over voters in an era of digital dominance, they needed to speak to them on the platforms they frequent—Instagram, Twitter, YouTube, and beyond. The BJP, particularly, saw a massive opportunity to blend cultural promotion with political messaging. Influencers documented religious events, visited cultural sites, and praised government initiatives, giving their followers a view into the political campaign that felt more personal and relatable.

Ashish Mishra wasn’t alone. Alongside him, influencers like Harshvardhan Varma gained millions of followers by promoting the significance of religious landmarks like the Ram Mandir. These influencers, in collaboration with the BJP-led Uttar Pradesh government, became part of a larger initiative to promote religious tourism and the government’s cultural policies. These content creators were heavily invested in the success of the political narrative, using their reach to amplify the voices of political leaders and party messages.

The government’s role in this new model became even more evident as it funded influencer-driven initiatives. In March, just a month before the elections, the National Creators Awards were held, offering significant social media promotion, including hefty investments in Meta ads. Influencers were celebrated at the event, and many of them shared content aligned with BJP’s political themes, praising government schemes and interactions with high-ranking leaders like Prime Minister Narendra Modi. The influencer-driven promotion blurred the lines between culture, religion, and politics, raising questions about transparency in the media.

As election day approached, it became increasingly clear that traditional rallies and speeches were no longer the only tools to sway voters. Influencers offered something more dynamic: real-time, relatable content that was tailored to an audience looking for both entertainment and political engagement. This shift meant that political messaging became more personal and visual, reaching millions who might otherwise have ignored traditional campaigns.

Influencers like Harsh Patel and Akash Choudhary confirmed that they were paid by the Uttar Pradesh and Madhya Pradesh governments to promote “cultural” narratives. However, these influencers, while promoting government schemes and events, often failed to disclose that they were compensated for their content. This lack of transparency led to debates over ethical practices, with many critics questioning the authenticity of influencer-driven political content.

At the local level, initiatives like the “Ramotsav Yatra” in Bhopal brought together 250 influencers, each documenting their experiences at key religious sites. The event became a major source of content that linked religion, politics, and culture. Influencers, including Malay Dixit, captured footage that emphasized Prime Minister Modi’s vision for religious harmony and development. This collaboration between politicians and digital creators gave voters a new, engaging way to connect with political messages.

The influence of digital creators is not limited to election cycles. Political parties have now expanded their strategies beyond campaigning periods, setting up long-term plans to work with influencers. Several state governments, including those in Uttar Pradesh and Punjab, have rolled out initiatives to empower influencers as part of their ongoing promotional strategies. These influencers are being tapped to showcase regional achievements, celebrate state policies, and promote local culture. But the use of influencers in these capacities has raised ethical concerns about the blurring of government support for creators and the independence of their content.

The Uttar Pradesh Digital Media Policy 2024, for instance, formalized influencer collaborations, setting guidelines for influencers to promote state schemes and initiatives. However, critics argue that these policies can stifle independent thought by pressuring creators to promote government-endorsed narratives while limiting their creative freedom. Critics fear that the focus on positive portrayals could silence dissenting voices and make the political landscape even more polarized.

Despite these concerns, the blending of politics with influencer content has undeniably reshaped India’s political landscape. In the 2024 elections, social media influencers were no longer just trendsetters; they were powerful messengers driving political change. Their ability to sway opinions, promote agendas, and shape the narrative made them indispensable assets in India’s most digitally-driven election yet.