Congress Turns to AI Campaigning as Heat Hits Election Rallies

Ahmedabad | Gujarat — Facing scorching summer temperatures and shrinking rally crowds, the Indian National Congress has shifted its campaign battlefield to social media, deploying artificial intelligence–generated videos and memes to target the ruling Bharatiya Janata Party ahead of the crucial civic elections in Gujarat.

With the slogan “Now understand, bring your paw,” the party has rolled out a digital-first strategy that blends satire, local grievances and AI-generated storytelling in an attempt to connect with voters who are increasingly staying away from traditional rallies due to extreme heat.

A senior Congress strategist admitted the shift was driven by ground realities. “When people cannot stand in the sun for hours, we must reach them where they are — on their phones. Social media has become the new rally ground,” the leader said.

Corruption and Civic Issues at the Centre

While potholes, drinking water shortages and drainage issues remain staple local election themes, Congress has aggressively pushed corruption to the forefront of its campaign narrative.

Through AI-generated videos, the party has linked everyday civic problems to alleged governance failures. Campaign clips highlight long-standing issues such as damaged roads, contaminated tap water, crumbling bridges and flooding during monsoon seasons.

“People have lived with potholes for years, dirty water for years, and corruption for years. Our campaign reflects the frustration of citizens,” a party spokesperson said.

The campaign has adopted sharp slogans referencing alleged scams and mismanagement, attempting to frame the election as a referendum on governance rather than routine local polls.

AI Videos and Memes Dominate Social Media

The Gujarat Congress has also released a theme song and a series of AI-powered reels designed to go viral across platforms. The videos use humour and satire to criticise the ruling party’s development claims while highlighting civic shortcomings.

Political analysts say the use of AI marks a new chapter in grassroots campaigning. “This is a major shift in election communication. AI allows parties to produce high-volume, hyper-localised content quickly and cheaply,” said a political communication expert.

The videos reportedly cover a wide range of issues, including urban flooding, infrastructure failures and food safety concerns. The party hopes the content will resonate with younger voters and urban residents who consume most of their political content online.

Accidents and Public Tragedies Enter Campaign Narrative

The digital campaign has also referenced major incidents and tragedies from recent years, turning them into political talking points. In one AI-generated clip, the party alleges negligence and contractor-politician collusion in connection with public safety incidents.

“Our intention is to remind voters of accountability,” a Congress leader said. “Technology is simply a new tool to amplify the public’s voice.”