A communication network built for ninety constituencies
2013The issue
Ahead of the 2013 Chhattisgarh assembly elections, political social media in India was overwhelmingly centralised — a handful of state and national accounts pushing identical messages outward. In a state of 90 assembly constituencies with a large rural and tribal population, uneven internet penetration and a dozen major languages and dialects in daily use, a single central voice reached very few people in terms they recognised.
The action
As head of the BJP's Chhattisgarh IT cell, Mhaskey set out a plan to open Facebook accounts for all 90 assembly segments for the state unit of the Bharatiya Janata Yuva Morcha. The network was to be run by 25 to 26 dedicated IT teams drawn from across Chhattisgarh, supported by a content team that gathered party material and customised it district by district.
The context
He described the plan in an interview with The Pioneer in 2013, identified in that capacity as the head of the party's state IT cell. The wider campaign was aimed at younger voters, and the youth wing was the natural vehicle for it.
The decision to distribute production rather than centralise it was the substantive choice. It required recruiting and training people in every district, which is slower and harder than running a central account — and produces an organisation instead of a campaign.
The documented outcome
The structure itself is documented; its electoral effect is not, and no published source attributes a specific result to it. What is documented is its persistence. Thirteen years later, the architecture Mhaskey described nationally — booth-level digital networks and WhatsApp groups, with state and national teams working together — is recognisably the same design at a larger scale.
Sources: The Pioneer interview, 2013, as reproduced in reporting published in August 2026.