A voter's first impression now comes from a feed.
Before most people in Mumbai meet a candidate, they have already seen a reel, a shared photo or a comment thread about them. Social media is where that first impression is formed, and where it is corrected when it goes wrong.
A political account is not a brand account. It has to answer local questions the same day, stay calm when opponents provoke it, follow election rules that change once the Model Code of Conduct is announced, and speak to a ward or constituency rather than to the whole internet. That is the work we take off the campaign's hands.
One rule we keep: nothing is posted from a candidate's account that the candidate or their nominated approver has not seen. Speed comes from a good calendar, not from skipping approval.
What we run on each platform.
Each platform does a different job for a campaign, so each gets its own format and rhythm instead of the same post copied five times.
Short reels from ward visits and events, carousels that explain one issue at a time, and stories for daily schedules.
The page of record: announcements, longer updates, event pages and replies in the comments, which is where many older voters talk.
YouTube
Speeches, explainers and interviews in full, cut into Shorts so a five-minute talk becomes five clips people actually finish.
X (Twitter)
Quick statements, media handling and fact corrections, where journalists and party colleagues follow the candidate.
WhatsApp Channel
A broadcast channel supporters choose to follow, for schedules and updates. Opt-in only; we do not send unsolicited bulk messages.
Paid promotion
Targeted boosts by area, age and language through the platforms' political-ad route, with the required disclaimers and records.
A calendar that follows the election, not the week.
The tone and volume of posting change as polling day gets closer. We plan the calendar in phases so the account never goes quiet when it matters, or noisy when it should not be.
Groundwork
Profile clean-up, verification where available, bios, cover images and a library of photos and short videos.
Introduction
Who the candidate is, what they have done and the three issues they will speak about, posted steadily over weeks.
Campaign peak
Daily posting, live events, replies within hours and promotion focused on the neighbourhoods that need it most.
Silence & results
Campaign content stops for the silence period before polling; afterwards, thanks, results and the first work updates.
The election rules that apply to social media.
Online campaigning in India is covered by the same election law as posters and rallies. We build these into the workflow from the first day:
- Political ads on social media need pre-certification from the Media Certification and Monitoring Committee (MCMC) once the Model Code of Conduct is in force.
- Platforms require advertiser verification and a "paid for by" disclaimer for political ads in India.
- Spending on social media ads and on content production can count towards the candidate's election expenditure, so we keep invoices and records ready.
- No campaign content is published in the silence period before polling.
- No appeals on the basis of religion or caste, no unverified claims about opponents and no use of children in campaign content.
Legal responsibility stays with the candidate and their agent; we give your legal adviser everything they need to check.
Social media run by a team, not by one person with a phone.
Written for the seat
Posts mention the roads, markets, stations and housing societies voters know, in the language they use.
Approval built in
A shared calendar shows what is due, what is approved and what is live, so the candidate is never surprised by their own feed.
Weekly numbers
Reach, engagement, follower growth by area and the comments that need a policy answer, in one short report.
Questions campaigns ask us
It plans the content calendar, writes and designs posts, edits reels and videos, manages comments and messages, runs paid promotion within election rules, and reports what worked. Troika Tech does all of this online for candidates and leaders in Mumbai and across India.
Yes. We usually take over existing pages so the followers and history are kept. Access is given through each platform's page roles rather than by sharing passwords, and the candidate stays the owner.
It depends on the phase. Early on, one good post a day across the main platforms is enough; in the last weeks of the campaign it is usually several a day plus stories and live sessions. Quality and quick replies matter more than volume.
No. Bought followers and coordinated fake accounts break platform rules, damage credibility and can become a news story themselves. We grow accounts with real content and targeted, disclosed promotion.
Mostly Marathi and Hindi, with English, Gujarati or Urdu where a ward's audience calls for it. Each post is written in its language rather than machine-translated.
Tell us about your campaign
Share your seat or ward, the election and your timeline. We will reply with an online plan and a written quote. Mumbai | Maharashtra | Pan-India.