Congress to invest in social media

The party may spend Rs 125 cr on a campaign before LS polls 2014; has formed a team of five union ministers

The ruling Congress party is likely to spend a whopping Rs 125 crore on a campaign involving social media before the Lok Sabha election in 2014.

The Congress has formed a team of five union ministers, who have carried out detailed discussions with several public relations and advertising companies to give the contract. Members of the team have specifically demanded a dedicated staff of 50 people, who would monitor and campaign in favour of the Congress party till the general elections.

Among the team members who will run this campaign are Union ministers Manish Tewari, Kapil Sibal, Jyotiraditya Scindia, Murli Deora and Haryana chief minister Bhupinder Hooda’s son, Deepender Hooda.

“It is too premature. We are doing something on social media. In the sphere of social media, we are looking at various options to maximise our presence. Most of it will be managed in-house, but for technical support, we will be looking to outsource,” said a Congress leader, who is also part of the selection team.   

During the 2009 Lok Sabha elections, the Congress party chose an advertising and media agency, ‘Crayons’, almost eight months before the general elections while the main Opposition BJP was still dragging its feet.

Interestingly, apart from a social media campaign with a dedicated staff of 50 people, Congress leaders also want out of home media campaign which will involve hoardings, videos, short films on various development projects of the government.

“The team members have not finalised the name of the public relations company that would get the contract. But the team handling social media will run the campaign for nearly a year till the Lok Sabha elections on Facebook, Twitter and other websites,” said a person aware of the development.

Congress party leaders are keen to get the team for social media in place by May-end or early June.  

While the Congress party is already gearing up for the general elections, BJP is also not lagging behind as state governments of Gujarat, Madhya Pradesh and Chhattisgarh have already hired public relations companies to promote information about development projects of the state governments. Both Madhya Pradesh and Chhattisgarh will have assembly election at the end of  2013.