The BJP is banking heavily on social media and mobile networks to gather its supporters for Narendra Modi’s rally in Mumbai today. Since mid-November, the party has been extensively using SMSes, emails, Twitter and Facebook to garner support for the same.

The rally will be at the Bandra-Kurla complex grounds. The party is calling it the “Mahagarjana” rally, which can be translated as the loud roar of the people of Maharashtra against the ruling alliance. Hectic arrangements are being made to accommodate over five lakh supporters, who are expected to come from Mumbai and the surrounding districts.

BJP general secretary Rajiv Pratap Rudy, who has been looking after the arrangements for the rally, said since mid-November, every five days about one crore SMSes and five lakh emails have been sent inviting people to the rally.

Senior BJP leader Madhav Bhandari said that Twitter handles and Facebook pages have been created informing people about the rally. A toll-free number has also been set up and if a person gives a missed call on that number, then a pick-up and drop facility will be arranged by party workers for the supporter to get to the venue.

Speaking about the shift to social media, a party member added that new-age media platforms such as the internet and SMS services give tremendous flexibility, cost advantage and speed over traditional media such as posters and banners, “ I guess the days of putting up posters and flex boards have passed, at least for the urban areas,” the member said.

>rahul.wadke@thehindu.co.in

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