India
oi-Pankaj Mishra
Churn is not the constant just for the fragile. Even the most formidable undergo upheavals. In a notable shift within the Bharatiya Janata Party (BJP), Amit Malviya has been replaced as the head of the party’s IT Cell by Deepak Mhaskey, a seasoned digital strategist from Chhattisgarh. Malviya’s 11 year- tenure as the BJP’s National In-Charge of IT and social media was marked by an aggressive and combative online presence, often credited with giving the party a sharp digital edge.
Amit Malviya brought “teeth” to BJP’s social media operations. His philosophy centred on proactive and assertive engagement. He utilised social media not just for outreach but as a weapon to counter opposition narratives swiftly and forcefully. Under his leadership, the IT Cell was known for launching scathing attacks, shaping narratives, and mobilising digital support in favour of BJP’s agenda. This approach often polarised public opinion but was effective in rallying the party’s base.
Deepak Mhaskey replaces Amit Malviya as head of the BJP’s IT Cell after Malviya’s 11-year tenure, signalling a potential shift towards a more adaptive digital strategy to address evolving online engagement challenges.
However, the digital landscape is rapidly evolving, especially with the rise of Gen Z as a politically conscious and vocal demographic. During protests like those against the Citizenship Amendment Act (CAA), or the more recent ones like Cockroach Janta Party (CJP) protest and ‘School Theek Karo’ campaign, the BJP social media clearly seemed to have been caught off guard. There were inadequate responses to the Gen Z-led online onslaught. Oneindia spoke to several social media content creators who believe Malviya’s team had their job cut, but the execution was not at par. Journalist Tanishq Punjabi says, ”BJP has weathered many challenges in the past, but the CJP Protest was something new for all, including the IT cell of the BJP. The youth’s digital fluency and nuanced activism exposed gaps in party’s engagement strategy, signalling a need for change.”
With Deepak Mhaskey stepping in, BJP’s digital strategy may undergo recalibration. Mhaskey’s experience at the state level and his role as National Social Media Convenor suggest a potential shift towards a more organised and possibly nuanced social media approach. While maintaining an assertive stance, the BJP’s online campaign might focus more on strategic outreach, broader engagement and adaptive responses to evolving online trends. It would be expected from Mhaskey that the challenges are identified and resolved in time. Afterall, social media’s influence cannot be negated in current scenario.
Time and Tide wait for none. As Amit Malviya’s exit marks an end to a phase of aggressive digital campaigning, the teams that worked with him closely too, are set for a change. New leadership brings new hands and minds. Deepak Mhaskey’s appointment signals a potential evolution in BJP’s social media strategy to better align with the challenges of this fast evolving- new digital era. As the country heads to several important Assembly polls, including the Lok Sabha Polls in 2029, Nitin Nabin and Deepak Mhaskey will be watching the turn of events very closely. Clearly, a repeat of CJP -style protest would test the limits of social and political counterattack.
