In a first-of-its-kind campaign, social media lit up with cinematic AI-powered election ads from Maharashtra’s deputy CM Ajit Pawar that racked up thousands of views and plenty of chatter.
In one video, a young girl in a village takes a break from household chores under a tree when a newspaper lands on her lap with a headline promising free education for girls from modest backgrounds, with Pawar’s face beside the headline. In a flash, she is in a crisp school uniform, pedalling off to class. Another ad depicts an anxious mother as her cooking gas flickers out with hungry kids waiting until a billboard outside catches her eye, promising three free gas cylinders each year. Both videos close with Pawar’s reassuring voice: “Your brother always keeps his word,” followed by a call to vote for NCP‘s clock symbol.
The response to these AI-generated scenes and characters has been split – some praised it as “bold and historic,” while others joked it felt “like a cartoon”. Either way, tech is clearly front and centre this election season, with political parties pulling out all kinds of tech tricks – AI-powered characters, hyper-personalised messages, tap cards, QR codes, and podcasts-to shape their campaign playbook.
NCP insiders say that the use of AI marks a shift towards a “data-driven” approach that resonates particularly well with younger voters and grabs eyeballs. “AI has helped simplify complex processes and saved us a lot of time,” a party source says, adding that promotional audiovisual material that once required multiple tools-voiceover artistes, animation, camera work, and graphics-are now tackled at one go.
BJP, on the other hand, is keeping AI at arm’s length, using faces and voices of “real benefactors that we’ve interviewed over the last two years”, says Sujay Patki, spokesperson for BJP Maharashtra, about opting out of the AI frenzy. “Yes, it cuts costs, but AI-generated content can be unconvincing for the public and tends to create disbelief-no real people, no actual beneficiaries,” says Patki, recalling the backlash BJP faced in Madhya Pradesh when AI imagery was used in their ‘Ladki Bahin’ campaign during Lok Sabha elections. “People asked why AI was needed if the schemes genuinely benefited real girls and women. At times, we hesitate to use actual photos over concern about misrepresentation. But creating disbelief is worse,” he says.
NCP, however, insists that AI has stepped up its personal touch, and besides the videos, they are also harnessing it to create hyper-personalised messages that greet voters by name. “We’re collecting details like names and ages from households during door-to-door campaigns. Once this data is fed into the system, AI generates tailor-made messages that reach voters directly via WhatsApp or automated calls with Ajit-dada addressing people while delivering a message for a personal touch,” explains a party insider.
The risk, Patki says, is that AI’s “picture-perfect” visuals often feel staged, out of sync with reality. “The colours, the voices-all create a false impression that regular people can’t connect with,” he argues. However, NCP insists AI is less about showing off tech and more about connecting with people in a whole new way. “One of our AI-created videos featuring Dada at Ganpati Visarjan got over a million views in no time. It’s new, it’s different, and it’s getting people talking.”
To stand out in a media landscape saturated with flashy visuals and speeches, BJP has decided to turn to podcasts and ‘tap cards’ as fresh tools. Launched on Monday, its new podcast series ‘Nakki Kay Challay?’ (what exactly is happening?) hosted by senior leader Vinay Sahasrabuddhe, is adding heft to its poll campaign. Each 30-minute episode-which breaks down key issues like rural development, agriculture, and women’s empowerment with party leaders and subject experts-has been trimmed to bite-sized shareable clips for quick scrolls on social media.
The lineup includes legal heavyweight Ujjwal Nikam, who in his segment recalls former CM and current deputy CM Devendra Fadnavis’ role in securing David Headley’s deposition before the Indian court. The podcasts will also feature Marathi writer Sadananda More, Dalit Indian Chamber of Commerce and Industry founder Milind Kamble, rural development expert Popat Pawar, Pasha Patel, a farmer leader and MLA who’s been vocal about agricultural issues, and party faces like Smriti Irani and Fadnavis.
Shiv Sena (UBT), too, is banking on the power of podcasts, a tactic that has served it well, and is in talks with Aaditya Thackeray to plan upcoming episodes. “Podcasts worked really well for us for last Lok Sabha campaign,” says a party insider. “They let us dive deeper into issues and reach audiences in a way that feels more engaging and conversational.”
Meanwhile, BJP has rolled out NFC-enabled tap cards as part of its door-to-door strategy, for an interactive twist. A quick smartphone tap on the card leads to a webpage where citzens can submit ideas for the party’s manifesto. “Available in English and Marathi, this lets voters feel heard and also helps the party track trends in the state to shape its policies,” explains Vinay Punamiya, who heads IT and social media for BJP’s youth wing in the state. The card isn’t a one-off either. After the manifesto phase, it will be reprogrammed with fresh updates so that the voter connection doesn’t end after polling day.
Taking personalisation further, Shiv Sena (UBT) candidates are now using AI tools to create customised video messages that allow candidates to speak to people directly, says Sainath Durge, the party’s secretary, adding that their newly launched ‘pocket manifesto’-a mini, QR-coded handout-is another tech tool in their arsenal that candidates and party workers are carrying.
Not to be left out, NCP too has added QR codes to its manifesto, allowing voters to scan and instantly access Pawar’s manifesto, social media channels, and other updates. “Even our vans are QR-coded-one scan and voters are in.”