BJP

It is argued that it would be naïve to explain the Bharatiya Janata Party’s success as a wholehearted endorsement of its Hindutva agenda as there are substantial local reservations on this. Unlike Uttar Pradesh or other parts of North India where it aggressively pushed its Hindutva agenda, the BJP knows the limitation of this agenda and has instead used a combination of strategies like the promise of development and peaceful settlement of armed conflicts. These electoral strategies intersect with and are driven by a set of factors that, in turn, determine the BJP’s success: first, the increasing electoral insignificance of the Congress, and second, the continuing salience of complex and cross-cutting social cleavages.

Dreamscapes that provide an alternative to right-wing politics cannot be imagined but need to be realised.

The assembly elections are going to be held in Punjab in February 2022. All political parties are gearing up for it. The Congress party is facing internal conflicts, whereas the Akalis are making a new alliance with Bahujan Samaj Party after breaking their alliance with the Bharatiya Janata Party due to the farmers’ agitation. The incumbent Congress government has failed to deliver in terms of its promises and development. Both the Akalis and the Congress will be heavily relying on their mass base. However, a big challenge has emerged in the form of the farmers’ agitation. The Aam Aadmi Party is still struggling with its agenda and organisational basis despite being the main opposition party. The standard parameters of prediction of an election result seem to be non-functional at this moment.

The 2014 and 2019 general elections in India were referred to as “WhatsApp elections,” which had IT cells, bots, and political consultants strategically using data mining tools to build resonant narratives to tell voters what they wanted to hear. By the 2014 national election, the industry was reported to be worth $40–$47 million. Between 2014 and 2018, industry specialists approximated that the number of firms in this market had at least doubled. These unprecedented tools of technological campaigning come with new forms of identifying, targeting, and defining issues of political importance. This article suggests that such developments are turning electoral politics into a thriving business being data-driven, technologically oriented, and having far-reaching implications for democratic processes.