The majority party in ruling coalition in India, Indian National Congress seems to have understood the significance of online presence in today’s world. Congress has never put much effort into making their presence in the online and Social Media world. At least, not as much as compared to their opposition party BJP (read Narendra Modi), whose achievements have been incessantly being talked about on social media platforms recently.
Today with over 125+ million Indians on the internet, web/social media is increasingly playing a major role in political campaigning. The ruling government has launched the “Bharat Nirman” portal only to show their agreement in this aspect. The portal talks about the development India has witnessed over last 10 years under them.
This time the portal does not have the legacy look that we are used to seeing in regards to most government websites. The Bharat Nirmal portal showcases various initiatives and some landmark bills that have been passed by the government during its ruling period.
A few of the initiatives put up on Bharat Nirman portal include Aadhar, Direct Benefit Transfer, Food Security Bill, Land Acquisition Bill, Street Vendors Bill and real estate regulations passed. The portal also showcases various TVCs and creatives for ad campaigns undertaken for each of these initiatives in 11 different languages. Bharat Nirman website is made available in both English and Hindi versions.
The portal is considered to be a part of the 360 degree Bharat Nirman campaign including extensive television, print, outdoor and radio advertising.
Bharat Nirman campaign is also active on Facebook, Twitter, Youtube and Google+ pages so that they can directly interact with the common public and receive feed back in general.
Congress was desperately in need of a big push in their online presence and the Bharat Nirmal campaign definitely provides it. Let us now just sit back and watch if this campaign will be a success or a failure. People behind the platform will need to continuously update, interact and put effort to make it successful. It should try to be more of an interactive platform rather than merely being a “notice board”.
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