Like, share, subscribe, vote: 2024 polls may be dubbed 'YouTube election'

A 'WOKE-UP' CALL: A politician or political party that's better at tapping into this vortex of attention will be reaping free mindshare from voters

This story is not about social media influencers but rather about what has them worried. It’s about the reason why, on the eve of Independence Day, a large gathering of the most recognisable YouTube personalities from Rewa, Madhya Pradesh, convened for an intense two-hour brainstorming session in a small village in the region.

The congregation included stand-up comedians, vloggers, and folk singers in and around Rewa who have taken to highlighting major electoral issues in their region.

Over the past few months, they have found themselves frequently courted by prominent local and state political leaders, including Chief Minister (CM) Shivraj Singh Chouhan,