Welfare card and social media tactics helped Kalvakuntla Chandrasekhar Rao emerge as a hero | India News

(This short article was initially printed by the Financial Periods on 16/12/2018)

By Indulekha Aravind & Ram Mohan

In the close, Kalvakuntla Chandrasekhar Rao’s welfare juggernaut rolled around allegations of corruption, talks of anti-incumbency and the ‘mahakutami’ or grand alliance of the Congress, Telugu Desam Bash, Telangana Jana Samithi and CPI in Telangana. Analysts, voters and members of the victorious Telangana Rashtra Samithi (TRS) cite KCR’s welfare strategies, his frequent communication with voters and a relentless social media marketing campaign as the primary reasons the get together scooped up 88 of the 119 seats, a large leap from the 63 seats won in 2014.

In truth, even the TRS users had not very foreseen the December 11 landslide, insiders say. The Congress was diminished to 19 seats, TDP to 2 and BJP to a person. KCR followed the model of “saturation welfare coverage” that main minister YS Rajasekhara Reddy (YSR) experienced popularised in undivided Andhra Pradesh, claims Jayaprakash Narayan, the founder of Lok Satta Celebration and a former IAS officer. “YSR had explained that focusing on beneficiaries was complicated because of to corruption in bureaucracy.” He claimed YSR’s answer was to launch schemes for nearly all sections of culture, thereby making certain saturation protection and KCR adopted the very same design, making it a mission.

“KCR also benefited from his stature as the creator of Telangana, preserving law and buy just after the bifurcation of Andhra and improving ability distribution and management.” TR Ganesh, who retired from NTPC as deputy typical supervisor and has been residing in Hyderabad for 15 many years, agrees. The TRS governing administration did not make any phony assure.

“There are no corruption costs versus the ministers. There is 24-hour electrical energy for farmers. The drinking water challenge in Hyderabad has appear down a terrific deal. The federal government did not make any fake guarantee.”

The TRS has perfected the product of authoritarianism with welfarism that J Jayalalithaa and NT Rama Rao had started, states tutorial and political analyst G Haragopal. “When welfare assists persons, other components come to be marginal.”

In politics, cultivating the notion that you are performing tricky is as significant as the really hard operate. Aiding the TRS disseminate its welfare bonanza messages was a strong social media group, immediately under the supervision of KCR’s son KT Rama Rao, referred to as KTR.


The occasion had been making use of social media aggressively because the days of statehood agitation when the mainstream media in Andhra Pradesh was versus the bifurcation, says Dileep Konatham, Telangana government’s digital media director.

When the condition was shaped, a TRS social media wing was set up. KTR has led it due to the fact then. He is lively on social media, has 1.4 million Twitter followers and responds to requests right.

The get together experienced also appointed 200 “view leaders” to spread “beneficial” messages and counter Opposition attacks, suggests Konatham. “These leaders appear from distinctive walks of lifetime — as various as a person in an MNC in the US to a bicycle mechanic in Kukatpally.”

The TRS management, which include KTR and his sister K Kavitha, a member of parliament, achieved these “view leaders” seven to eight moments a year. For reaching out to voters for the assembly elections, TRS made use of ShareChat, Instagram and YouTube apart from the common Facebook, WhatsApp and Twitter. “As ShareChat’s reach improves, we’ll start out allocating a lot more assets to it,” he claims.

A war home with 150 personnel was set up, overseen by KTR, aside from individual teams of 5 to ten for KTR, Kavitha, KCR and his nephew and condition minister Harish Rao.

Celebration sources say specific roles were being played out by crucial leaders on social media. For instance, KTR attacked rivals even though Rao highlighted the party’s strength and KCR spoke on welfare schemes, claimed people today energetic in backroom strategising.

“The feedback sections on opposition parties’ social media webpages ended up regularly attacked by our supporters guaranteeing the Opposition had to emphasis more on addressing this onslaught than their own webpages,” claims a supply, requesting not to be named.

Quickly following coming to electric power, the TRS was accused of harvesting information for its possess functions, when the federal government released a survey of 83 lakh households, which asked for facts on 94 parameters which includes education and learning, work, cash flow financial institution accounts and cell numbers.

The Hyderabad Significant Court, having said that, quashed petitions questioning the intent and execution of the study and gave the federal government the go-forward.

Dileep Konatham, also, denies that any data from the survey was made use of by TRS, although observers say this is what helped the celebration provide qualified messages. With KCR now turning his focus to New Delhi and cobbling together a “Third Entrance”, the TRS¡ social media exercise could quickly be asked to create far more excitement.

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