As a former employee of a company that provided services to the BJP IT cell, I’ve seen firsthand how the Bharatiya Janata Party (BJP) and its ideological parent, the Rashtriya Swayamsevak Sangh (RSS), are losing the narrative war against the Left and the Congress party. Social media played a massive role in the BJP’s 2014 Lok Sabha election victory, helping them craft a winning story that resonated with millions. But lately, that edge has dulled. The opposition—especially the Left and what I see as a communist-influenced Congress—has taken the lead in shaping public perception online. Based on my experience, I believe the BJP-RSS’s downfall in this digital battle stems from internal failures that need urgent attention.

Incompetent Leadership in the IT Cell

One of the biggest problems is the incompetent leadership now running the BJP IT cell. Many key positions are filled not by skilled professionals, but by relatives or cronies of BJP-RSS leaders. These people lack the know-how to counter the polished, professional teams handling the Left and Congress IT cells. When I worked there, I saw team members who didn’t even understand the basics of social media—forget about crafting narratives or analyzing trends. They were there simply because of who they knew, not what they could do. This nepotism is a far cry from the merit-driven approach that powered the BJP’s 2014 success.

A Lack of Professionalism at the Top

Even when there are professionals in the team, they’re managed by people who lack professionalism themselves. Take my experience: the senior manager overseeing operations in the North Western region of India—a man appointed because of his ties to a BJP-RSS leader—couldn’t tell the difference between “propaganda” and “narrative.” How can someone like that lead a team in the complex world of digital storytelling? This lack of expertise at the top kills morale and wastes talent. It’s no wonder the opposition’s campaigns, like the Congress’s sharp social media push in 2024, have outshone the BJP’s efforts.

Arrogance and Resistance to New Ideas

The culture inside the IT cell is another hurdle. The leaders are so arrogant that they reject suggestions from professionals outright. I once pitched a data-driven strategy to target specific voter groups—something the opposition does well—but it was shot down without a second thought. Months later, I found out the same idea had been picked up elsewhere, with credit going to the very person who dismissed it. This resistance to change drives talent away. Professionals either toe the line and churn out mediocre work, or they leave. Meanwhile, my friends in the Left and Congress IT cells tell me their teams reward fresh ideas, giving them an edge in creativity and execution.

My Personal Experience

My time working with the BJP IT cell was frustrating. The manager I reported to surrounded himself with people who didn’t know the “ABCD” of social media— appointees who got their jobs through connections, not skills. I’d suggest new approaches, only to be ignored or overruled by someone who didn’t grasp the stakes. Once, I shared a great idea with my manager, and he rejected it flat-out. Imagine my shock when I later saw it implemented by another organization, credited to the same guy who’d turned me down! It’s clear the BJP IT cell is missing opportunities—and losing talent—because of this arrogance.

The Opposition’s Advantage

Compare that to the Left and Congress IT cells. My friends there say their managers encourage innovation and even reward it with recognition or bonuses. This open-mindedness shows in their work. In the 2024 elections, for instance, the Congress used smart, targeted messaging to chip away at the BJP’s narrative dominance. They’ve tapped into professional strategies—data analytics, viral content, you name it—while the BJP IT cell stumbles under outdated leadership. It’s not just about resources; it’s about how they’re used.

Internal Politics and Chaos

Then there’s the infighting. The senior leadership in the IT cell is a mess—too busy pulling each other down to focus on the real fight. I’ve seen coordinators clash over petty issues, leaving the team directionless. This lack of coordination means the BJP can’t respond quickly or effectively to the opposition’s moves. While the Left and Congress push a unified front online, the BJP’s efforts feel scattered and weak.

A Waste of Resources

What’s worse, some in the IT cell seem more interested in making money than winning the narrative war. I’ve watched them collect random data from the internet or mainstream media, package it as “insights,” and bill the government for it. It’s a scam that fools no one but themselves. The opposition, meanwhile, invests in real strategies that connect with people.

How to Fix This

The BJP-RSS can turn this around, but it’ll take serious changes:

• Bring in Professionals: Leaders should replace relatives and cronies with skilled managers who know what they’re doing. Merit, not connections, should rule.
• Encourage Innovation: Stop the arrogance and start listening to new ideas. Talent thrives in an open environment.
• Fix Coordination: The IT cell needs better teamwork between its branches. A unified strategy is key to beating the opposition.

The Way Forward

The BJP-RSS’s 2014 victory showed what they’re capable of when they get it right. But today, they’re losing the narrative war because of incompetent leadership, unprofessional management, and internal chaos. As someone who’s been in the trenches, I can say it’s not too late to fix this—but it starts with the leadership taking a hard look at their IT cell and making tough calls. The Left and Congress aren’t winning because they’re unbeatable; they’re winning because the BJP is dropping the ball. It’s time to pick it up.