In today’s political reality, social media is not just a platform. It is the main stage. For political leaders in Assam, it has become a powerful medium to communicate vision, counter opposition, and shape public perception. The digital voice of a leader now carries as much weight as their speech at a rally or a statement in the Assembly.
Dr. Himanta Biswa Sarma, the Chief Minister of Assam, has developed a commanding digital presence. His style is consistent, culturally rooted, and development-focused.
What defines his strategy:
A defining example was seen during the COVID-19 pandemic. He used X as a real-time helpline, personally responding to citizens, coordinating health infrastructure, and setting an example in digital crisis management. His approach built trust across demographic and political lines.
Ashok Singhal, the Minister of Housing and Urban Affairs, brings a contrasting but equally effective style. His posts are bold, immediate, and unapologetically ideological.
Key pillars of his strategy:
Two standout moments illustrate his digital strategy.
In June 2025, he strongly condemned protestors who allegedly threw water bottles at the Chief Minister during a public appearance. He called it an act of organized anarchy, immediately framing the incident as a breakdown of democratic norms. The post drew widespread attention and reinforced a law-and-order message.
Earlier, in May 2025, he criticized Rahul Gandhi for allegedly echoing anti-national sentiment. The post went viral, with national media amplifying his message. It shifted a state-level issue into the national conversation on patriotism and security.
The impact is strategic. Singhal’s digital persona projects strength, ideological clarity, and readiness to confront challenges head-on. His audience views him as a protector of the party’s dignity and values.
The Assam Model
These two case studies highlight two distinct yet successful approaches to political brand-building on social media.
Dr. Himanta Biswa Sarma uses optimism, development, and cultural connection to shape a positive and inclusive narrative. Ashok Singhal uses sharp messaging, ideological strength, and timely response to take control of fast-moving political moments.
Both approaches work because they are authentic to the leader’s personality and political role. Both build visibility, trust, and loyalty.
In Assam, social media has become more than just a campaign tool. It is now a space where public image is built, leadership is demonstrated, and influence is exercised in real time. Political leaders who understand this have a clear edge.
To stay relevant, a political leader must not only be digitally present but also digitally powerful. The platform may be virtual, but the impact is very real.
Meg feels a "powerful" connection to the ice. © Mary Paquet/SOI Foundation
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