Rewriting the political narrative : How we built a digital movement for INC Assam

Services

Social Media Management

Client

Indian National Congress

Sector

Arts, Culture & Community

Question

How do you rebuild a political voice in a digital landscape where the ruling party dominates the conversation and young audiences have tuned out?

Answer

By transforming INC Assam from a passive political presence into a culturally relevant digital voice that earned attention, sparked conversations, and reconnected with young Assamese audiences.

The challenge was to rebuild INC Assam's digital relevance in a political landscape dominated by the ruling establishment. Conversations were unfolding in real time, narratives were being shaped online, and younger Assamese audiences were consuming politics through fast, culture-first content platforms rather than traditional channels. While INC Assam had an existing social media presence, it struggled to break through the noise, command attention, or meaningfully participate in the conversations influencing public opinion.

Years of fragmented messaging had left a narrative vacuum, allowing opponents to shape the discourse. Simply increasing visibility wasn't enough. The task was to completely reset the party's digital voice by rebuilding credibility, creating authentic engagement, and making INC Assam culturally relevant again by transforming it from a passive presence into an active participant in Assam's fast-moving online conversation.

Every frame was a statement. Every visual, a movement.

Building the vision of Bor Axom

At the heart of the campaign was a dream. To build Bor Axom, a New Greater Axom. We gave this vision a digital home, weaving it into every narrative, every post, every reel. It wasn't just a political promise; it became a rallying identity, something the people of Assam could see themselves in, believe in, and fight for.

Making every voice count

Beyond likes and shares, we built content that carried weight. Through targeted awareness campaigns, we reminded people that change begins at the ballot box: crafting messages that were urgent, emotional, and impossible to scroll past. Politics became personal, and voting became a statement of identity.

Leaders that look to the future

We repositioned INC Assam's leadership, especially Gaurav Gogoi as someone who is energetic, accessible, and unapologetically for the people. Through powerful visuals and sharp narratives, we humanised the leaders while amplifying their authority. The imagery wasn't just polished, it was purposeful.

Culturally wired

From moment marketing and trend jacking to high-end AI-powered creatives and heroic edits, we kept INC Assam ahead of the curve at every turn. Whether it was a viral format, a national moment, or a local pulse, we moved fast and executed with precision, ensuring the brand was always in the conversation and always impossible to ignore.

From presence to influence

In 6 months, we combined strategic narratives, real-time relevance, and platform-native creativity to build political communication that didn't just reach people, it resonated with them.

100K+

Followers increased

216.4M

Instagram views

25.2M

Instagram reach

7.6M

Content interaction

98.8K

Follows

610.0M

Facebook views