Nagpur: The campaign for the Nagpur Municipal Corporation (NMC) elections has entered a distinctly digital and high-stakes phase, with social media and professional public relations (PR) agencies emerging as key tools in an increasingly aggressive and image-driven contest.
Short videos on social media platforms have become the new battleground, allowing candidates not only to reach voters directly but also to publicly rebut rivals, and, at times, take on their own party leadership. Ward-level issues that were once confined to door-to-door discussions are now being played out on mobile screens through rapidly circulating reels and clips.
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One such video currently doing the rounds features former BJP corporator Virendra Kukreja, who recorded a rebuttal from a public ground after an opponent alleged that civic facilities there had not been improved during his tenure. Standing at the site, Kukreja addressed the charges point by point on camera, turning a local issue into a digital face-off aimed at quick circulation in neighbourhood WhatsApp groups.
Party workers say this kind of online sparring has become routine in the current election. Challengers are increasingly shooting “work not done” videos at locations they claim were neglected, while sitting corporators respond with counter-videos disputing the allegations or showcasing completed works. The result is a continuous cycle of accusation and rebuttal, with both sides attempting to shape the narrative of the outgoing term in real time.
Campaign communication itself has undergone a noticeable shift. Candidates now prefer to release content first on their personal social media handles and rely on supporters to mass-forward it across ward-level WhatsApp groups, housing societies and community networks, rather than wait for traditional press interactions.
The digital push has also spilled into ticket politics. During the nomination and withdrawal phase, several aspirants used video messages to “speak their heart out,” blaming party leadership or specific leaders for denial of tickets or pressure to withdraw. These emotionally charged clips — often filmed outside election offices or in neighbourhood lanes, were widely shared by supporters, turning internal party disputes into public spectacles. Political observers tracking online chatter say the trend is far sharper than in 2017, with videos now doubling as pressure tactics within parties.
Alongside this surge in digital campaigning, the NMC election has also become a lucrative season for public relations agencies, with many candidates outsourcing campaign management to professionals. Sources said the civic polls are shaping up to be a high-budget affair, with a significant portion of campaign spending flowing into PR services.
At present, around 25 to 30 major PR agencies are operating in Nagpur, offering a range of election packages. Basic packages reportedly start at around Rs 2 lakh and escalate depending on the services demanded. These include ground surveys, voter outreach to identify local issues, candidate profiling, newspaper publicity, advertisements, social media management, bulk SMS campaigns, WhatsApp messaging, video production, leaflet distribution, manifesto drafting, automated voice calls and training party workers to use voter-list software.
Outstation agencies from Mumbai, Pune and Nashik have also set up base in the city, deploying teams of nearly 150 staffers, many of whom were involved in the recent Lok Sabha and Assembly elections, sources claimed.
Candidates with smaller budgets, however, are opting for limited services from local operators — such as social media video posting or bulk WhatsApp messaging, available from around Rs 50,000. Sources added that mobile number databases linked to specific areas or prabhags are also circulating in the market, reflecting the growing emphasis on targeted digital outreach.
As polling day approaches, candidates are leaving little to chance, combining sharp social media offensives with professional campaign management. With narratives being shaped online and money flowing into digital visibility, the battle for Nagpur’s civic body is increasingly being fought on screens as much as on the streets.
