What TV doesn't, print can't; we deliver.
What TV doesn't, print can't; we deliver.
NEW DELHI: As the dust settles after the intense Maharashtra Assembly elections, one campaign that stood out for its innovative approach and significant reach was the podcast series created by Dr. Vinay Sahasrabuddhe. In a political environment marked by misinformation and opposing narratives, this podcast series became a vital tool to educate and engage voters, effectively countering the narratives spread by the opposition.
After the Lok Sabha elections, Maharashtra’s political landscape was ripe for confusion, with the opposition parties actively spreading misinformation. The Shiv Sena-NCP-Congress alliance, under the MVA (Maha Vikas Aghadi), tried to spin a narrative claiming that the state was lost to the BJP-NDA. Mainstream media, known for its skewed focus, often overlooked the constructive work done by the ruling alliance. The lack of powerful endorsements from non-party experts and civil society further compounded the negative portrayal of the current government.
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In response to this, a strategy was developed to highlight the positive developments brought by the government, both at the state level and nationally, between 2014 and 2024. The goal was to educate voters on the welfare schemes and development projects initiated by the BJP-Sena government and showcase the contrast with the MVA’s shortcomings.
Dr. Vinay Sahasrabuddhe, a prominent political figure, conceptualized and launched a podcast series within just 21 days. Unconventional in its approach, this was the first podcast hosted by a politician himself, making it a unique venture in Maharashtra’s political campaign landscape. The series aimed to counter the negative narratives through well-structured episodes, engaging non-political experts who had independent credibility in society. This allowed the podcast to reach a broad audience, leveraging platforms like YouTube, Instagram, WhatsApp, and Facebook for maximum visibility.
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The podcast focused on eight key themes that were crucial for the upcoming Maharashtra Assembly elections, with each episode featuring a prominent guest with expertise in that area. The themes were carefully chosen to resonate with a wide array of voters, especially those concerned with issues like law and order, rural development, and women’s safety. Some of the key themes and their guests included:
Each episode addressed pressing issues in Maharashtra, with experts discussing the government’s initiatives and shedding light on the inefficiencies and failures of the opposition.
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The results of the podcast campaign exceeded expectations, reaching an impressive 2.75 crore people in just 21 days—about 29% of the state’s eligible voters. With 2.15 crore unique views across multiple social media platforms, the podcast garnered attention from a diverse audience, including younger voters. The distribution of views was notably skewed towards the 18-34 age group, representing 55% of total views, indicating a strong engagement with the younger electorate.
Geographically, the podcast saw its largest viewership in the Mumbai Metropolitan Region, followed by the Pune Metropolitan Region, Vidarbha, Nashik, and Konkan. This wide regional distribution helped the campaign reach a broad spectrum of voters across Maharashtra, ensuring that the message of the ruling government’s accomplishments was effectively communicated to all corners of the state.
