Ludhiana West bypoll in Punjab: Bharat Bhushan Ashu team creates social media content using emotions not professionals.

Time of India

2 days ago

Ludhiana: In an election season where parties burn through lakhs to craft viral content, Congress candidate Bharat Bhushan Ashu is taking a different route — relying on a team of loyal supporters, not professional consultants, to power his online campaign.
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A group of seven long-time associates, most of whom learned social media tricks from YouTube, have taken charge of Ashu's digital presence — producing catchy songs and satirical videos aimed at his political opponents, all free of charge. Among the group's recent viral hits are songs skewering Aam Aadmi Party candidate Sanjeev Arora and AAP national convenor Arvind Kejriwal. With lyrics like "Arora nai si ladna chaunda, dhakke naal ladaya ae" and "Nai kursi deyange, sara le jawage Delhi nu maal", the content has gained traction locally for its colloquial punch and emotional tone.
Only one team member — editor Narinder Singh — is a professional. The rest, including Jassi Sekhon, Tarun Sharma, Sunny Juneja, Bobby Singla, Anup Singh, and Sunny Thakur, contribute as lyricists, composers, and content planners, all without pay. "We've been with Ashu ji since 2012. He's like an elder brother," said Sekhon. "Social media has changed the political game, and we're simply using what we've learned to support him.
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Tarun Sharma added that their efforts are powered more by sentiment than strategy. "We aren't professionals, but we believe heartfelt content cuts through better than polished campaigns," he said. Ashu acknowledged that his party had initially considered hiring professionals, but chose to stick with his old team. "These are people I've built relationships with over the years. They're doing this purely out of emotion, and I value that more than any agency," he said.
While other campaigns flaunt costly creatives and influencer tie-ups, Ashu's strategy underscores a grassroots approach to digital campaigning — one built not on budgets, but bonds.
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