Battle of buzzwords: Netas turn to hashtags for edge | India News – Times of India

MUMBAI: In the tense election season, candidates are going all out to ensure that messages make a lasting impression. Timelines are buzzing as incumbents and new contenders work overtime to expand their reach, using hashtags to stand out.
From speaker Rahul Narwekar, who is using #PaanchSaalBemisaal to highlight his work in Colaba since the last polls, to #Mihir4Mulund by Mulund MLA Mihir Kotecha and #RiseWithRais by Bhiwandi MLA Rais Shaikh, each slogan tries to capture the essence of campaigns lay. Amin Patel, Mumbadevi MLA, is tapping into local sentiments in the minority-dominant constituency with #AwaamKiAwaaz and #AwaamOfMumbaadevi. His opponent, Sena’s Shaina NC, is using #ShainaNC4MumbaDevi. Then there is incumbent Bandra West MLA Ashish Shelar, leading #ApnaAshishHaiNa, and MP Lodha, Malabar Hill MLA, with #HameshaAapkeSaath.
Some candidates’ posts on
According to citizen groups on social media, these hashtags can be an effective way to connect with the electorate, but they do come with a caveat. “With AI already preoccupied with keywords on social media, they lack impact and serve little real purpose,” said advocate Trivankumar Karnani, founder of Citizen Welfare Forum-Mumbai North Central District Forum, which addresses the problems of citizens on sets order.
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Mandeep Singh Makkar, founder of Chandivali Citizens Welfare Association, which runs @ChandivaliCCWA, said such hashtags are just a kind of propaganda and may not convert into votes.

“Nowadays the voter is smart enough and not ready to be manipulated by such hashtags. People would rather have their problems solved than see such hashtags.”
However, in an age where a digital presence is crucial, some candidates believe that a strong online identity can have some impact. RTI activist Anil Galgali said that while politicians understand that hashtags may not make a big difference, in the current scenario – where elections can be decided with just a few hundred votes – every vote matters. “If social media can help them reach even a small portion of voters, no candidate wants to miss that opportunity.” Galgali was referring to Sena’s Ravindra Waikar who defeated Sena’s Amol Kirtikar (UBT) for the Mumbai North West seat in the LS polls by just 48 votes – the smallest margin across the country during the elections.
Political analyst Surendra Jondhale said hashtags resonate with educated, cosmopolitan and elite voters. “A hashtag could work to some extent for Narwekar in Colaba, where voters are well educated. We have come a long way from the days when cars with loudspeakers broadcast catchy slogans.”
Jondhale has credited BJP with pioneering the use of social media in elections. “Take sitting Bandra West MLA Ashish Shelar’s hashtag #ApnaAshishHaiNa: it is informal and makes voters feel like he is one of them. This kind of language builds a stronger bond with voters,” he said.