Politically viral: How Rahul Gandhi took over social media in Mizoram

Electoral battles may still be won on the day of voting, but the fight of perception begins much earlier and there are no better battlegrounds than social media. During Congress leader Rahul Gandhi’s two-day visit to Mizoram, his Public Relations team clearly cracked the code. Using soulful tunes and flashbacks of his parents Rajiv Gandhi and Sonia Gandhi’s visit to Mizoram in 1986, the party ensured Rahul’s visit created a buzz that has not been seen in Mizoram in recent years, and certainly not for a politician. 

The songs and the pictures worked their magic in the hearts of the Mizo people. On Wednesday, WhatsApp and Instagram statuses of the youth were splattered with reels of Rahul walking the streets of Aizawl and of him sitting riding a two-wheeler taxi. While social media gushed for the young Congress leader, EastMojo spoke to Mizo youths who shared his videos on how their view of Congress was impacted after Rahul Gandhi’s visit and this is what they had to say. 

The opinions differed widely: some youths were hopeful of progress for the Congress party in the state polls after his visit, while others did not share that confidence. 

Hriata Sailo, an activist, was one of the persons who was quick to share a reel of the Congress leader on his Instagram post. He, however, clarified his stance in a caption in the next photo saying, “I am sharing this not because I am pro congress or endorsing them, but because I am impressed with the issue RG is addressing. The situation in our neighboring state Manipur has been unresolved for nearly six months, resulting in the loss of many innocent lives. Neither the BJP government nor the BJP-led Biren Singh government has made sincere efforts to address or diffuse the situation. Meanwhile, MNF continues to be a proud ally of the BJP.”

This pertained to Rahul Gandhi’s speech during a public rally where he criticised the alleged lack of action by the BJP leadership regarding the Manipur crisis. His speech was included in the Mizoram public rally video, which also featured images from his visit to Manipur.

Speaking to EastMojo, Sailo said, “Rahul Gandhi’s visit will have an impact, especially among the educated youth. It shows how we need to go beyond state politics and pay heed to the central political platform to safeguard our diversity, religion and culture. It highlights how the regional parties are opportunistic and adventurism-based because whether it is ZPM or MNF, they are not afraid to ally with parties that are a threat to us if it means they can gain power.”

His visit to Manipur and his easy-going demeanour were what captured Patrina Fanai, a development practitioner’s attention. She said, “Rahul’s visit to Mizoram is like a breath of fresh democratic air. With the ongoing ethnic cleansing continuing in Manipur and the failure of the central machinery to bring justice, let alone visit the grief-stricken land, expectations are far from reality. However, Rahul’s concern for Northeast and his understanding of ‘us’ has created quite an impact on me as a youth and as an active voter. Congress as a party in Mizoram has had its fair share of contribution when it comes to the development of the state. I truly believe that his presence (physical and political) would revive the Congress spirit and the spirit of peace within India which is the need of the hour.”

However, she expressed doubt that his presence would uplift the party’s status, saying, “I, however, cannot conclude that his presence would shake the spirit of the people in the current political arena which is more or less quite dominated by the new party ZPM and the ruling party MNF as of now.”

A 31-year-old teacher who proudly displayed Rahul’s ride around Aizawl on her social media account spoke to East Mojo on the condition of anonymity. She said she was impressed by his approachability, “From how I see it, leaders should care for their people through their words but watching a politician like Rahul Gandhi come to our state and walk among us, it shows how humane and approachable he is. We’ll have to wait and see if he lives up to his words. However, despite our initial perception of him as someone distant, he demonstrated that he is an approachable leader who genuinely connects with the people. He also tackled the concerns that have long weighed on our minds, such as our faith, culture, and traditions, providing us with a sense of reassurance. I firmly believe that his visit will indeed have an impact both at the state and national levels.”

Even though they shared his reels, two youths EastMojo spoke to: Lalremruata and a 32-year-old person who wished to remain anonymous, said they were not hopeful for a win for Congress. The 32-year-old said, “After we became a state, we have seen two leaderships interchanging and the neutral voters are eager for a leadership change. Gandhi’s visit may encourage the party workers but it will not have a major impact on neutral voters in this election. Even then compared to BJP most Mizos would lean towards Congress at the central level.” Lalremruata also shared his opinion saying, “I don’t think his visit will impact the polls, it will not bring a positive result for them. It is just his presence that has charged the atmosphere with excitement.” 

Earlier in May this year, The Wire wrote an article on how a resurgent communications team was powering Rahul Gandhi’s makeover, and highlighted how he appears to have adopted a communication strategy that shows a humane side of him and focuses on three areas of concern, “unemployment, crony capitalism-induced corruption, and rising inequalities.” His social media team attributed his popularity in social media to the content focusing on his message, ideas and personality traits. Based on an internal evaluation, the number of subscribers to his YouTube channel has increased fivefold, expanding from 0.5 million in January 2022 to 2.6 million by August 2023. A visit to his YouTube channel and Instagram profile quickly shows Rahul Gandhi as a leader who gifts puppies to his mother, who rides motorcycles and cares about the aam aadmi. The communication strategy differs from that of Prime Minister Narendra Modi whose official social media handles are filled with photos of him shaking hands with world leaders. 

Rahul Gandhi’s public rally in Aizawl was also filled with selfies with the enthusiastic public and a few photo-ops, out of these, two photos stood out, one of him with a young man, DJ Kniquee in a wheelchair and one of him hugging the founder of an NGO for Drug-Free Mizoram, Vee Mathara. East Mojo reached out to both of them. 

The young man in the wheelchair, DJ Kniquee is a strong leader and advocate of the differently abled community in Mizoram. Sharing his view, he said, “Beyond the impact of Congress, many people came because they looked up to Rahul Gandhi as a human. Many people I know said they had come because they admired the leader.” 

Sharing their conversation, he said, “I did not feel like there was any gap between us when I spoke to him. He hugged me and spoke to me, saying ‘tell me anything: even if you have any questions, I will answer you’. I enjoyed our interaction.” 

He also said how Rahul spoke words of encouragement for the disabled community in the state, “I told him the differently abled in Mizoram need support, and he said we will take you contact and we will support you in any way you need. No politician has ever said that to me.”

V Lalnunthara, the founder of the Foundation for Drug-Free Mizoram, also shared the opinion of Kniquee, he said, “He turned out to be much friendlier than I had anticipated, unlike many other politicians who often evoke a certain level of apprehension. I felt no hesitation in our interaction; he came across as down-to-earth and approachable. When we discussed my topic, which revolves around the issue of drug use, he exhibited a keen interest. He asked numerous questions about why young people turn to drugs, and I explained how it often stems from family problems and unemployment.”

Lalnunthara, who is a Political Science graduate, said he believed Rahul’s visit could have a positive impact on the polls. “Before Rahul came, I saw Congress possibly getting around two seats, but now I think it is hopeful they will win five seats. That means they could play a major role in being the party which is the deciding factor.” 

Speaking on the MP elections, he said, “Even if Congress does not see their desired result in the state elections, they will surely see good results in the MP elections, neutral voters will vote for Congress.”

Political analysts like F Lalramhluni, a Political Science professor and author, believe that while his visit may not impact the upcoming polls, it will impact future elections. She shared her insights with EastMojo saying, “Rahul‘s visit, his Bharat foot march has an impact at the national level especially since he is back in the parliament. He has shown improvement, and his speeches are now beginning to sound more convincing. Well, as far as Mizoram is concerned, this time his speeches have also been made in the local context and his actions have portrayed Gandhi’s family legacy of humility and kindness towards tribals. Party workers as well as swing voters have praised his deeds. However, when we consider the elections, there’s not much optimism that Rahul Gandhi’s visit will significantly boost the Congress’ prospects. It could, nonetheless, mark a positive beginning for their resurgence in 2028.”

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