• Dr. Mansi Tripathi
• Soumya Arya

This study critically investigates the Bharat Jodo Yatra, spearheaded by Rahul Gandhi in 2022, as a strategic political initiative. The research explores the Indian National Congress's (INC) use of digital media to reframe political narratives, particularly targeting youth demographics through platforms such as Instagram, Twitter, Facebook, and YouTube. Utilising a qualitative, descriptive approach that includes structured interviews and social media analytics, the study evaluates the campaign's impact on the INC's public perception, engagement rates, and its broader influence on the 2024 Lok Sabha elections. Findings underscore both the strengths and limitations of the campaign’s digital outreach in mobilising support and reshaping Rahul Gandhi’s political image.

Political Communication, Digital Campaigns, Social Media Strategy, Bharat Jodo Yatra, Rahul Gandhi, Lok Sabha Elections, Indian National Congress

"Bharat Jodo Yatra and Its Impact on the 2024 Lok Sabha Elections: A Political Communication Perspective", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 5, page no.a788-a796, May-2025, Available :http://www.jetir.org/papers/JETIR2505087.pdf

"Bharat Jodo Yatra and Its Impact on the 2024 Lok Sabha Elections: A Political Communication Perspective", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 5, page no. ppa788-a796, May-2025, Available at : http://www.jetir.org/papers/JETIR2505087.pdf