Key Points
Political parties are now tapping popular podcasters and influencers to get their message across as general elections loom, seeking out younger Indians who have grown up with smartphones and wireless internet..
Ranveer Allahbadia, whose Youtube channel BeerBiceps has nearly 7 million followers, has hosted various leaders of the ruling Bharatiya Janata Party (BJP) including Smriti Irani, S. Jaishankar and Rajeev Chandrasekhar..
With the youth turning away from traditional news, Indian politics is chasing eyeballs and engagement on social media through influencers," said Shrenik Gandhi, co-founder and chief executive officer of White Rivers Media, a digital agency..
The attendees, boasting followers ranging from a few thousand to millions, were acknowledged for their role in promoting the party's message and were encouraged to organize similar events to engage other significant social media figures, said Neelesh Pednekar, co-founder and head of digital media at Social Pill, a digital marketing agency..
That said, the Advertising Standards Council of India (Asci) monitors digital and social media platforms for violations of its influencer advertising guidelines, which include non-disclosure of what appears to be paid promotion by influencers..
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