Analysis of Maharashtra Assembly Election Campaign 2024

-Harshada Gadekar

 India is the largest democracy in the world and the State of Maharashtra is no less than a Movie when it comes to politics and government as it is packed with thriller, action, drama, emotions and whatnot.

After the split in Shivsena and National Congress Party (NCP), The newly framed parties and their coalitions that is MahaVikas Aaghadi (Coalition of Congress- Shiv Sena (Uddhav Balasaheb Thakare)- NCP(Sharadchandra Pawar) and

MahaYuti (Coalition of BJP- Shiv Sena (Ekanath Shinde)- NCP(Ajit Pawar) stood for the first time in the battleground of the Vidhan Sabha election of Maharashtra 2024 with a new Identity, agenda and Campaign Strategy.

Political parties and candidates use election campaigns as a tool to prepare and communicate their beliefs and ideas to voters in the time leading up to election day. To get their messages in front of voters, candidates employ a range of strategies, such as written materials, public gatherings, traditional and new media, and more.

Comparative Analysis of MahaYuti and MahaVikas Aghadi’s Election Campaign Strategy:

1. Direct Benefit Transfer (DBT)

a) Excessive impetus to ''Ladaki Bahin Yojana":

Freebies politics is not new to Maharashtra India be it any party. The estimated population of Maharashtra in 2024 is 126.9 million and the women population is around 61.26 million. Mahayuti targeted 50% of the population that is women with lower income.

 

Majhi Ladki Bahin Yojana's budget of Rs 35,000 crore was authorised, and eligibility requirements were loosened to guarantee that a sizable portion of the population would benefit from it. Around Diwali, the freebies were rolled out in a calculated manner. They were offered as "Bhaubeej" (Bhai Duj) gifts by male Mahayuti leaders to female voters, whose numbers have only been growing. It appears to have benefited from this.

This not only benefited the women but ultimately the whole family. Women who had secondary social status in the family were given importance in the family because of the money given to them by the government.

This freebie strategy without the promise of actual welfare-centred measures was replicated by MVA, but slightly later in the season. MVA’s narrative did not catch on because it lacked what the Mahayuti had strong political might and control over financial resources.

b) Increase in Wages/salaries of Government employees:

Approximately 12,700 Kotwal in Maharashtra, Gram Sevaks, and Home Guards directly get a hike in their income, affecting 14 lakh government employees.

Use of Political Power and Deep Research on problems faced by every region and pressing those factors and promises in relative constituencies:

A) Mumbai and Konkan Region:

1. "Marathi Asmita", Issues related to Marathi languages are a hot topic specifically in the Mumbai and Konkan region of Maharashtra.

Though it is deserved by the Marathi language to get classical recognition, at this very juncture of Maharashtra Vidhan Sabha elections by using union power BJP Coalition has given "Marathi" Classical Language. 

2. Toll wave-off for Non-Heavy Vehicles and Chawl Redevelopment Plans are other schemes during elections and their campaigning made it possible for Mahayuti to gain maximum support.

3. Also by establishing the Mahamandal of every community and caste identity of a specific region, Mahayuti also got to know the plight of the Mumbai Colaba Koli community and immediately started the work of Cold Storages and promised to build more and protect their economic independence over the sea.

B) Similarly in North Maharashtra, the main issue faced by farmers was an Onion issue.

Mahayuti fulfilled the demands of onion farmers which is 1. Stop the import of onions from Bangladesh and 2. Reduced Export Duty by 20% 

C) Marathwada

"Maratha Aarakshan" was a major reason for the failure of MahaYuti during the Lok Sabha elections from Marathwada.

However, the MVA was unable to measure this quiet undercurrent. The Other Backward Classes (OBCs) were being consolidated in secret by the BJP. It made use of OBC activist Laxman Hake's grassroots efforts, especially in northern and western Maharashtra. This tactic assisted in diverting focus away from the Maratha agitation led by Manoj Jarange Patil.

On both instances, the MVA was unable to refute Mahayuti. It undervalued Hake's movement and the "vote-jihad"/Hindutva narrative. Furthermore, MVA remained indifferent to the prospect of OBC consolidation against it following its success in the Lok Sabha.

D) Western Maharashtra

Using union power Loan Restructuring and waving off of sugarcane factories became easy., Micro Meetings of small Factory owners and promises proved to be helpful.

E) Vidarbha

The narrative of Ladki Bahin Yojna does not impact the Vidarbha region. The issue of inflation unemployment minimum support price to soybean and cotton issue was alarming.

Union Minister Nitin Gadkari and Union Agriculture Minister Shivraj Singh Chauhan were famous in Vidarbha. So, They arranged a speech focusing on promises such as More Orange food processing units, 3000 minimum support price (MSP) for Soybean, generally cotton with more than 12% moisture content gets rejected by factories but promises were given to farmers that moisture content up to 15% will be accepted.

 

Popular Narrative: "Batenge to Katenge"

At the national level, the BJP has been actively promoting the Hindutva card as a unifying theme for Hindus. The Hindu vote bank in the state was specifically targeted by the BJP and Shinde's Shiv Sena. Regardless of caste and geographic distinctions, they called on Hindu voters to unite. The phrases "batenge to katenge" and "ek hai to safe hai" are frequently used on social media.

Hindu religious organisations and groups, such as priests, kirtankars, and temple trusts, also backed the partnership. Hindu votes were swayed in its favour by the widespread use of Hindutva symbols in its local campaigns.

The narrative of "Samvidhan Bachao" was taken back in the VidhanSabha elections and didn't prove powerful as compared to Lok Sabha elections, because of the lack of execution and clarity of the agenda between the constituent parties of the coalition of Mahavikas Aaghadi.

 

Overall Agenda setting through various means:

Both parties successfully used mediums such as newspaper advertisements, television advertisements, Banners, and hoardings equally efficiently. But the Political Campaign on Social Media like Instagram, Facebook, and  Meta Ads was a stronger point of the BJP coalition than the opposition. Also, text messages and phone calls were targeted by the BJP coalition.  Repetition of the narrative and agenda of the BJP coalition was a memorable point for the voters to remember to vote on what basis.

 

Impact and Overall Result:

The multiplier impact of many factors and strategies allowed Mahayuti to achieve better than anticipated results.

With a vote share of more than 50%, the Mahayuti, a coalition comprising the BJP, Eknath Shinde's Shiv Sena, and Ajit Pawar's Nationalist Congress Party, was able to secure 235 of the state's 288 seats. Additionally, the alliance achieved the most seat share of any alliance or party in the past 50 years, at 81.6%. With this, the BJP became the first party to surpass 100 seats in Maharashtra in 30 years, a milestone previously accomplished by the Congress in 1990, and it repeated its electoral victory in 2014 for the third time.

 

The poor performance of MahaYuti and the win of MahaVikas Aghadi during the Lok Sabha elections were seen as an indication of change from the electorate.

But strong political might and an appealing,  carefully structured narrative and campaign strategy designed by BJP-led Mahayuti resulted in cutting across caste, class, and regional boundaries.

 

Harshada is an MA (Political Science) student at Mumbai University. 

 

References:

1.https://indianexpress.com/article/india/maharashtra-election-results-2024-live-updates-rule-maharashtra-shinde-fadnavis-uddhav-9684286/

2.https://www.hindustantimes.com/opinion/how-mva-lost-the-plot-in-the-maharashtra-assembly-polls-101733150802592.html?fbclid=IwY2xjawHBcK9leHRuA2FlbQIxMQABHcD0ipgpCxuoeHl4g18LbOKMQRfEYwhK5Jbg24JLrLE_NCVV716FK-IOOg_aem_w2PqZ3z4oPFnBj4B-GXjIQ

3.https://theprint.in/opinion/big-strategies-gave-big-results-to-mahayuti-in-maharashtra-and-the-story-is-far-from-over/2374591/?fbclid=IwY2xjawHBmxdleHRuA2FlbQIxMQABHe-OY6YgA9gpJwtytgAc5U4sE5JVVbZB1bruREzxT8C-wNmasRPqrgiPCQ_aem_k7yDK0HrFxecUPxjbcQnew

4. https://www.thehindu.com/elections/maharashtra-assembly/maharashtra-election-results-2024-how-rss-stealth-campaign-shaped-mahayutis-victory/article68901868.ece

 

New Government, Old Challenges, Fresh Hopes

-Vedashree Mohite

Maharashtra is home to bustling cities like Mumbai, Pune, and Nagpur, where dreams take shape every day. But beneath the glamour of Mumbai’s high-rises and Pune’s tech parks lies a different story overcrowded roads, garbage piles, and water shortages.

With the 2024 Vidhan Sabha elections bringing a new state government, people are eager to see if promises made during the campaign will finally address these urban problems. Will this government take action and deliver on its word? Let’s take a closer look.

Image Source: NDTV

The Promises That Sparked Hope

The 2024 Maharashtra elections brought big promises from political parties, aiming to address urban challenges.

The BJP pledged to transform Mumbai into a “world-class city” with affordable housing, better transport, and cleaner streets, while the MVA emphasized inclusive growth through slum rehabilitation, eco-friendly projects, and support for underprivileged families.

However, citizens remain sceptical, as similar assurances in the past often fell short. For instance, Bengaluru tackled traffic issues through metro expansion, and Indore set an example in waste management with strict policies and community involvement.

Maharashtra’s cities could learn from such successes, but turning promises into action will require strong political will, proper planning, and active public participation.

 

The Everyday Struggles of Urban Life

Living in a city like Mumbai or Pune has its own set of challenges. Despite being hubs of opportunity, these cities face problems that often leave residents frustrated.

Take Mumbai, for example. The city generates over 7,000 metric tons of garbage every day. Landfills like Deonar and Mulund are overflowing, causing health and environmental issues for nearby residents. Fires and toxic fumes from these dumps have become common.

In Pune, traffic congestion is a nightmare. Although it’s known as an IT and education hub, the city’s roads are crowded, and public transport is not sufficient. The metro project, which could ease traffic, has been slow to finish, leaving people to battle long commutes.

Nagpur, known for its industrial growth, struggles with water scarcity. During summer, many families depend on water tankers, as the regular supply often dries up. For a city aiming to attract businesses, such basic issues highlight a lack of planning.

These examples show how urban governance has failed to keep up with growing populations and rising expectations.

 

Tough Challenges Ahead

The new government faces an uphill task in tackling Maharashtra’s urban problems.

One of the biggest issues is the lack of funds. Urban local bodies like the Brihanmumbai Municipal Corporation (BMC) have large budgets, but often, these funds are underutilized due to inefficiency and red tape. Without fixing these problems, even the best-laid plans will remain on paper.

Population growth is another challenge. Cities like Mumbai and Pune see a constant flow of migrants from rural areas in search of better opportunities. But this has led to the expansion of slums, with Dharavi being the most well-known example. Projects to redevelop slums often face delays, leaving millions to live in poor conditions.

Climate change is making things even more urgent. Rising sea levels threaten Mumbai’s coastline, while cities like Nashik deal with unpredictable rainfall and depleting green cover. Heat waves are also becoming more common, making cities less livable.

 

Stories of Success That Inspire Hope

Amid the challenges, some projects show that progress is possible with the right efforts.

The Mumbai Metro is one such example. Though delayed, it has started to make commuting easier for residents, showing that persistence pays off.

In Pune, the ban on single-use plastics is a small but important step towards reducing waste. It may not solve all problems, but it’s a sign that change can begin at the local level.

Nashik’s water ATMs are another success story. These machines provide clean drinking water at affordable rates, helping people avoid relying on expensive private suppliers. It’s a simple yet impactful solution to a big problem.

These examples show that focused action and innovative thinking can bring real results.

 

What Needs to Be Done

To truly improve cities, the government needs a clear plan and strong execution.

One solution is empowering local municipal bodies. By giving them more independence and resources, projects can move faster. Decentralized governance ensures that local issues are addressed without long delays caused by state-level bureaucracy.

Involving citizens in decision-making is equally important. For example, participatory budgeting allows people to decide how local funds should be spent. Whether it’s improving parks or fixing roads, this approach makes governance more effective and builds trust between residents and authorities.

Technology can also play a big role in solving urban problems. Cities can use apps to track waste collection, AI for better traffic management and data analytics to monitor water supply. These tools make governance smarter and more transparent.

Sustainability should be a top priority. Green initiatives like planting trees, promoting rainwater harvesting, and encouraging solar energy adoption can help cities cope with climate change. For example, creating “green roofs” on buildings can reduce heat and improve air quality.

 

What Lies Ahead

Maharashtra’s cities are at a crossroads. The new government has a golden opportunity to make a real difference. Cleaner streets, faster commutes, and sustainable living are not just wishes—they are basic needs for people living in urban areas.

However, promises alone won’t be enough. What matters is whether these plans are turned into action. The government will need to work closely with local bodies, involve citizens, and embrace innovation to deliver on its commitments.

At the end of the day, cities are not just about skyscrapers and flyovers. They are about the people who live, work, and dream there. A better urban future will mean a better life for millions of families across Maharashtra.

Citizens are watching and waiting with cautious optimism. The road ahead may be tough, but with determination and smart planning, Maharashtra’s cities can rise to become examples of progress and hope.

References

• “Challenges in Urban Governance,” The Indian Express.
• “Maharashtra Vidhan Sabha Elections 2024: Promises and Prospects,” Times of India.
• “Waste Management Woes in Urban India,” Hindustan Times.
• “Climate Risks for Coastal Cities,” Down to Earth.
• “Smart Cities Mission: A Slow March to Progress,” Economic Times.

Vedashree is an MA (Politics) student at Mumbai University. 

The Concerns and Aspirations of Urban Voters

-Yugantar Lokhande

Now as the Loksabha elections have gotten over, we have discovered a large change of power shift from one party to another, where a party has received a majority of votes than its rival in a particular state as compared to the other, this year’s Lok Sabha elections was a major battle between BJP and I.N.D.I. alliance, where the results have shown that even though the BJP won the elections, parties like INDIA Alliance have received a plenty no. Of Votes in states like UP and Bihar, and in Maharashtra also, Shiv Sena’s Uddhav Thackeray faction has received a lot of support. Still, the one thing that will majorly impact is this country’s voters. Also, we will have a look at on what basis or considering which issues keeping in mind based on which the Urban voters voted in this Lok Sabha elections and how important are they for our country. 

Urban voters in the Lok Sabha elections of 2024 are likely to have multifaceted concerns and aspirations that reflect the complexities of urban living. Here's a detailed breakdown:

Infrastructure Development: Urban voters often prioritize candidates who promise improved infrastructure, including better roads, public transportation systems, water supply, and waste management. They aspire for modern, efficient, and well-maintained urban infrastructure that can support the growing population and economic activities in cities.

Urban planning in Mumbai, if at all it exists, has been marred by inadequate speed of regulatory changes, and failed to keep up with societal and economic compulsions of the city. Despite being a global economic hub, and India’s commercial city, the city grapples with issues such as overcrowding, congestion, inadequate infrastructure, and environmental degradation, largely due to the lack of effective rules and regulations.

Employment Opportunities: Job creation is a major concern for urban voters, particularly the youth. They seek candidates who can provide policies and initiatives to stimulate economic growth and create employment opportunities in diverse sectors such as technology, manufacturing, services, and entrepreneurship.

There has always been a problem of employment in India and the main concerns of voters in India particularly pertained to vacancy and employment opportunities in the country for their livelihood, the main problem regarding employment opportunities in India is that the many graduates from top universities in India whether it is from engineering or other academic background, the skill-based jobs are limited as well as the govt is Taking limited steps to increase the no. Of vacancies in public and private sectors, it's the duty of both the govt as well as the citizens that The govt create more opportunities for youngsters for employment as well and the youngsters should also learn and develop skills that are necessary for their dream jobs. 

Housing Affordability: Access to affordable housing remains a critical issue for urban voters, especially in metropolitan areas where housing prices are often inflated. They aspire for policies that promote affordable housing options, rental housing schemes, and measures to address homelessness and slum rehabilitation. As a matter of fact, India has been battling with the crisis of housing For the poor where the quality of life for the lower economic section of society is very difficult but also with the upcoming housing schemes provided by the govt, the govt should strictly focus on the workings of these schemes whether they are executed or implemented without any corruption or illicit activities. One of the main reasons for poor housing in India is overpopulation and limited space due to which the focus of urban voters is on that the upcoming govt should provide proper qualitative and hygienic housing for the backward sections of Indian society and also focus on the issue of urban poverty

Healthcare Services: Urban voters value access to quality healthcare facilities and affordable medical services. They are concerned about the state of public healthcare infrastructure, the availability of doctors and specialists, as well as the affordability of healthcare treatments and medicines. They aspire for improvements in healthcare delivery systems and increased investment in healthcare infrastructure. India’s healthcare system has been battling various issues, including the low number of institutions and less-than-adequate human resources, One of the most pressing problems in India remains a severe shortage of trained manpower in the medical stream, this includes doctors, nurses, paramedics and primary healthcare workers. The situation remains worrisome in rural areas, where almost 66 per cent of India’s population resides.

Education Quality: Aspiring for better educational opportunities for their children, urban voters are concerned about the quality of schools, availability of higher education institutions, and access to vocational training programs. They seek candidates who prioritize investments in education infrastructure, teacher training, and curriculum development to ensure quality education for all. The education system in India has undergone significant changes over the past few decades. Despite its long history of learning and knowledge, the Indian education system has faced numerous challenges, including unequal access to education, outdated curricula, and inadequate funding. For more info-

Digital Connectivity: In the digital age, access to reliable internet connectivity and digital infrastructure is crucial for urban voters. They aspire for improved broadband connectivity, expansion of digital networks, and initiatives to bridge the digital divide, especially in marginalized urban communities. Candidates who promote digital literacy and e-governance solutions are likely to appeal to urban voters. Although there are minor problems in connectivity in rural areas but gradually the govt is Taking steps to connect rural and urban areas globally through Broadband, smartphones using which with one click we can get entire information about a particular person or entity in one place, for

Environmental Sustainability: Urban voters are increasingly concerned about environmental issues such as air and water pollution, waste management, and climate change. They aspire for candidates who prioritize sustainable urban development, promote renewable energy initiatives, implement pollution control measures, and encourage green transportation options like electric vehicles and cycling infrastructure. As a matter of fact, it has become a necessity for urban voters for a sustainable environment in a society for positive growth and functioning, Sustainable Development Goals (SDGs) are a universal call to action to end poverty, protect the planet, and ensure that by 2030 all people enjoy peace and prosperity, though some of them are designed to end poverty, hunger and discrimination against women too.

Safety and Security: Ensuring the safety and security of urban residents is another key concern. Urban voters seek candidates who prioritize law enforcement, crime prevention measures, and initiatives to address issues such as street crime, women's safety, and cyber security.

There are ample resources in the public domain available which reveal that one of the main concerns of urban voters is their safety and security in society and the maintenance of communal harmony also one of the concerns of security and safety refers to women's safety and data security and privacy in the society, safety and security of women and children in the country is utmost priority for the  Government. The Ministry of Women and Child Development has been administering various special laws relating to women such as the Protection of Women from Domestic Violence Act, 2005; Dowry Prohibition Act, 1961; Indecent Representation of Women (Prohibition) Act, 1986; the Sexual Harassment of Women at Workplace (Prevention, Prohibition and Redressal) Act, 2013 and the Prohibition of Child Marriage Act, 2006. Also if we have a look at more cent events, one such event can be the Pune car crash accident wherein a minor killed 2 people in Pune while being drunk and driving recklessly in a small lane in Pune, the Police arrested the accused but were released by giving a warning and was ordered writing an essay on traffic safety and conducting work with RTO Police, but due to societal pressure the accused was again arrested and took into custody which reflects how the system can be mould by the rich class in the country and how difficult it is for the people from the weaker section of society to get justice and how the power dynamics as well play a major role in our society and how it affects the lower section of our society, more information-

If we talk about the mainstream concerns of the urban voters, its crucial focus is on the infrastructure and clean and hygienic development in the society as well voters' main focus is also about free and fair elections where voters are not getting betrayed by the election conducting system by the ruling government, not committing fake promises to the citizens which can never be fulfilled, and also voters are interested in free press and free media in society.

This 2024 Lok Sabha elections have been through various events, we saw a change in power dynamics, the shift of public support from one party to another and so on, but the major takeaway from these elections is, how much people consider important issues, and are they really voting based on issues and problems that they face daily ranging from security to hygiene and infrastructure to education and So on.

Now in these elections, we have seen voters prioritize their choices and what are the important issues and problems based on which they have voted for that particular party with the hope of bringing a change in society. Also, in these elections, people have realized the value of their one vote and how much a vote can impact the political scenario of a country.

In summary, urban voters in the Lok Sabha elections of 2024 have diverse concerns and aspirations spanning infrastructure development, employment opportunities, housing affordability, healthcare services, education quality, digital connectivity, environmental sustainability, and safety/security. Candidates who address these issues effectively and offer comprehensive solutions are likely to resonate with urban voters and secure their support.

Yugantar is an MA (Political Science) student at Mumbai University. 

Cities in Sansad

An overview of the importance of Urban Votes in Lok Sabha Election 2024

- Harshada Gadekar

The importance of urban and rural voters in India's Lok Sabha elections 2024 is enormous, with both groups having critical roles in determining electoral outcomes. They have a distinctive impact due to differences in their demographic characteristics, issues of concern, influence of media and technology, political awareness and participation, caste and community dynamics, voting patterns etc. 

India's urban population has been gradually increasing, which has resulted in a rise in the number of urban constituencies. Voters in these communities can be a mixture of middle-class, wealthy, and lower-class, frequently more varied. A total of 158 cities across India participated in the celebration of the greatest democracy in the world. Details split is as follows: In the 1st phase there were 22 cities, In the 2nd phase 24 cities, In the 3rd phase 28 cities, In the 4th phase 40 cities, In the 5th phase 14 cities and In The 6th and 7th phases there were 15 cities each polling for the Lok Sabha election 2024. Out of a total of 43 cities in Maharashtra, 23 cities from Maharashtra polled for this Lok Sabha election such as Mumbai, Bhiwandi, Thane, Kalyan, Vasai-Virar, Pune, Baramati, Nagpur, Nashik, Chh. Sambhaji Nagar, Solapur, Amravati, Nanded-Waghala, Kolhapur, Akola, Sangli, Jalgaon, Latur, Dhule, Ahmednagar, Chandrapur, Parbhani, Jalna. The Congress-led United Progressive Alliance regained power in 2009 because of stellar performance in urban centers. This happened despite the UPA's seemingly pro-rural rhetoric, with schemes such as Bharat Nirman, farm loan waiver and rural employment guarantee scheme. 

Although urban areas have fewer constituencies than rural areas, they have a dense population and high voter turnout in major centres. Winning important urban seats can provide a major advantage. It is true that, according to the 2019 Lok Sabha elections, just 18% of voters and 89 out of 543, or roughly 16.4%, of the Lok Sabha seats are truly urban (the definition of an urban constituency). But the factors such as vote share where urban vote share is higher than the National vote share for both the dominant parties BJP and Congress. For BJP, In 2014 38% Urban 31% National and In 2009 23.6% Urban and 18.8% National even for Congress urban vote share is similar to its national vote share i.e. In 2014 19.2% Urban 19.3% National and In 2009 30.2% Urban and 28.55% National vote share. Also, there is an increasing voting turnout from 53% in 2009 to 62% in 2014. 

Voters in urban areas are more concerned with issues related to public transportation, housing, jobs, peace and order, education, and the environment. Issues which have attracted urban voters' attention for Lok Sabha 2024 election are the New Education Policy and its real-time effect, women's sexual harassment incidence like Unnao, Hathras, Manipur etc, even urban voters have observed unnecessary traffic jams and conjunction due to political rallies and campaigns, development of bridges and roads including Atal Setu, trans harbour link, condition of Sports, Art, Tourism in India, Defection of Politicians and Loyalty to their party or Agenda's or People's will. They frequently react to pledges of improved urban government, anti-corruption initiatives, and economic improvements.

Caste and local politics have less impact on urban voters, who are typically more erratic. Voting on the basis of performance, policy, and ideological inclinations is more likely. Urban areas frequently serve as swing areas where voters are more swayed by recent performance and particular issues rather than being as devoted to one party. 

Urban voters are more likely to be influenced by social media campaigns, online news sources, and digital political advertising. Access to different types of mediums of media is a double-edged sword knife in the case of urban voters. Due to their increased access to digital media, their opinions are significantly shaped by the media. We can clearly see how the major political parties in India that are 'The National Democratic Alliance (NDA)' led by BJP and its main opposition 'The Indian National Developmental Inclusive Alliance (INDIA)' led by Congress are using social media to influence Urban and rural voters by tackling different issues for both the voters. For example, the BJP had an advertisement saying their government has successfully given money for the crop insurance Scheme directly in the bank accounts of farmers which are actually rural voters and another advertisement saying BJP has built bridges, and roads across India catering to transportation concerns of urban voters. First BJP started with digital campaigns but as an urban youth, I can clearly see that now even opposition is in the field of digital war. 

Recent elections have shown an evident shift in rural voters' preferences, with rural people being more swayed by national problems and leadership. This was seen in the Lok Sabha elections of 2014 and 2019 when the Bharatiya Janata Party (BJP) was able to garner a sizable amount of support from rural voters. On the other hand, urban voters have demonstrated an ability to back political parties that pledge growth in the economy. Urban voters have come together in support of a party that promises clean administration and local development, as evidenced by the growth of the Aam Aadmi Party (AAP) in Delhi. 

Political parties' comprehensive electoral strategies are frequently shaped by the interactions between urban and rural voters. The ability to successfully meet and balance the various demands and concerns of both urban and rural voters is a prerequisite for success for both parties and candidates. Gaining an understanding of this dynamic is essential for winning elections in India's complicated political system.

Harshada is an MA (Political Science) student at Mumbai University.