SWAMI DIVYAGYAN
Ranchi, Nov 27: The recently concluded Jharkhand Assembly Elections 2024 highlighted a stark contrast in the media strategies adopted by the BJP-led NDA and the JMM-Congress-led INDIA Alliance. While the BJP relied heavily on an extravagant media campaign, the JMM-Congress focused on precision and grassroots realities. The results spoke for themselves as the JMM emerged victorious, proving that grounded strategies outweighed a flashy approach.
BJP’s Expensive Media Campaign
The BJP launched an aggressive media campaign under the leadership of its media in-charge, Shivpujan Pathak. The strategy revolved around dominating every form of media and ensuring its messaging reached far and wide.
Extensive Media Presence
The BJP dominated newspapers, television, and social media, with extensive advertisements featuring Prime Minister Narendra Modi, Amit Shah, and local leaders.
Positive Image Projection
The party focused on portraying itself as a unified and capable organisation through visual grandeur and targeted messaging.
Overshadowing Weaknesses
The large-scale media campaign masked critical organisational shortcomings, such as weak grassroots connections and inadequate outreach in tribal areas.
JMM-Congress’s Grounded Strategy
The JMM-Congress, on the other hand, adopted a localised approach led by media in-charge Vinod Pandey and spokesperson Supriyo Bhattacharya. Their strategy focused on culturally relevant and voter-centric messaging.
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Precision Over Scale
The JMM prioritised precise and cost-effective media campaigns over extravagant spending.
Ground Reality Focus
Campaigns were designed around grassroots realities, addressing tribal and rural voter concerns directly.
Culturally Resonant Messaging
By incorporating tribal languages like Santhali and Kurukh, the JMM built strong emotional connections with voters.
Media Management Highlights
Both alliances exhibited stark differences in media management, reflecting their distinct campaign priorities.
BJP’s Strengths
BJP’s heavy spending ensured unparalleled visibility in mainstream media.
JMM’s Strengths
The JMM relied on strategic messaging and realistic assessments of constituencies, even acknowledging challenges in a few seats.
Common Media Dynamics
Despite the BJP’s dominance in the media space, the JMM’s grounded approach resonated better with voters.
Lessons for the Future
The contrasting strategies provide valuable lessons for future campaigns:
The BJP needs to balance media dominance with ground-level engagement and prioritise addressing voter concerns over mere image projection.
The JMM and Congress, on the other hand, must build on their success by expanding women-centric policies and strengthening grassroots leadership.
Conclusion: Ground Reality Triumphs Over Glamour
The Jharkhand Assembly Elections 2024 demonstrated that effective media campaigns require more than just visibility. The BJP’s flashy media presence and extensive spending failed to translate into votes, while the JMM’s culturally rooted and voter-oriented strategy delivered decisive results.
The election results reaffirmed that meaningful engagement with voters, rooted in local realities, remains the key to electoral success.
