Congress Party ‘nets’ a winner-BECOMES THE FIRST POLITICAL PARTY TO USE THE DIGITAL MEDIA SPACE IN THE COUNTRY

It had to happen some day. With the number of Internet users increasing year-on-year, the day was not far off when some political party—albeit taking a leaf out of the recent US elections—would use the internet to reach out to the people. And for the first time in the history of Indian politics, a political party has decided to go the digital way to carry out their election campaign effectively.

One of India’s oldest political parties, the Congress Party, took up this challenge and leveraged the Internet and Online medium for their campaign promotions. This is apart from the traditional media that they have been using till now. Ignitee India Pvt. Ltd., an online marketing company, worked on the campaign that associated every household in Rajasthan with the Congress party electoral campaign—through the digital medium.

According to Party insiders, they used video ads across sites such as Yahoo, Rediff, MSN and NDTV. In addition, they also used popular social networking sites such as YouTube and Facebook and ran social marketing optimisation campaigns—to emerge the winner.