Sabita Mahato Campaign - Winning Ichagarh with Strategic Digital Outreach
Campaign Snapshot
- In the 2024 Jharkhand Assembly Elections, Sabita Mahato of JMM clinched a decisive victory in Ichagarh constituency, defeating AJSU’s Hare Lal Mahato by a margin of 26,523 votes. Strategized and execution- this campaign led a 6-member team to overcome a tough electoral battle against the NDA alliance (BJP-AJSU), independent candidates, and the emerging JLKM party. By leveraging targeted digital platforms like Facebook and WhatsApp, and creating content in the local Bengali language, the campaign achieved significant voter outreach and engagement, securing 57,546 votes for Sabita Mahato—a notable increase from her previous election performance.
Victory Margin Increased
42%
Source: ECI
The Strategy
Crafting the Winning Plan
- Ichagarh presented a formidable challenge for Sabita Mahato. The NDA alliance of BJP and AJSU combined their voter bases, creating a strong opposition. Additionally, independent candidates and the newly formed Jharkhand Loktantrik Krantikari Morcha (JLKM) threatened to split votes, particularly among the Kudmi community, which forms a significant voter base in Ichagarh. Despite these hurdles, Sabita Mahato’s relentless hard work—campaigning day and night—laid the foundation for a strategic digital push to amplify her reach and connect with voters.
Execution is the key
Execution that Delivered
- The campaign adopted a multi-faceted strategy to counter the opposition and maximize voter engagement:
- Localized Content Creation: Developed campaign materials in Bengali, the local language, to resonate with Ichagarh’s voters, focusing on Sabita Mahato’s achievements and vision.
- Targeted Platforms: Prioritized Facebook for political ads and WhatsApp for grassroots mobilization, given their high usage in the region.
- Ground-Level Collaboration: Worked closely with party presidents across Ichagarh’s 4 blocks and leveraged MLA workers to gather real-time feedback and reviews from locals.
- Continuous Engagement: Ensured a steady flow of content—videos, messages, and testimonials—pushed consistently to maintain voter interest and trust.
Victory Margin Increased
42%
November 2024, during Goverdhan Puja
Sabita Mahato Celebrating Govardhan Puja: Crafting Dona with Sakhuwa Leaves
During the 2024 Govardhan Puja celebrations in Ichagarh, Sabita Mahato embraced local traditions by preparing dona using sakhuwa leaves for the traditional pitha-making ritual.
Cultural Relevance: Govardhan Puja is a significant festival in Jharkhand, often celebrated with traditional practices like making pitha (a rice-based dish) using sakhuwa (sal) leaves for dona (leaf plates). This resonates with Ichagarh’s rural and cultural ethos, especially in a constituency with a strong Bengali, Hindi and Kurmi population.
This heartfelt video captures her deep connection with the community, blending culture and camaraderie in a vibrant display that resonated with locals. Shared as part of a targeted digital campaign, the video significantly boosted engagement, drawing thousands of views and reinforcing Sabita Mahato’s grassroots appeal across Ichagarh’s 4 blocks.
Results & Impact
Numbers That Speak
The campaign’s strategic execution paid off with a strong victory:
- Victory Margin: Defeated AJSU’s Hare Lal Mahato by 26,523 votes, a significant improvement in margin despite a tough contest.
- Percentage Change: 0% change in vote count from 2019 to 2024, but the margin increased due to effective vote consolidation against a split opposition (NDA, JLKM, independents).
- Outcome: Sabita Mahato retained Ichagarh, reinforcing JMM’s stronghold in the constituency.
Vote Count: Secured 57,546 votes in 2024, matching the 2019 vote count of 57,546
Used a campaign tag line ईचागढ़ है तैयार, सबिता महतो फिर एक बार!
Sabita Mahato’s Grassroots Campaign in Ichagarh: Connecting in local language
This captivating video captures Sabita Mahato, JMM’s MLA candidate, during her 2024 election campaign in Ichagarh, Seraikela-Kharsawan district. Engaging with locals in their native Bengali language, Sabita Mahato connects deeply with the community, discussing their concerns and sharing her vision for development.
Filmed amidst the vibrant energy of Ichagarh’s 4 blocks—Ichagarh, Chandil, Nimdih, and Kukru—the video showcases her padyatras and heartfelt interactions, resonating with the constituency’s diverse voters. Shared on Facebook during the high-stakes election period, this high-quality content achieved over 310,000 plays, significantly boosting voter engagement and contributing to her victory margin of 26,523 votes.
Strategized and executed by Nextlad team, this video exemplifies the power of localized digital campaigns in amplifying grassroots outreach.
Voices of Ichagarh: Locals Share Feedback on Sabita Mahato
This powerful video captures the authentic voices of Ichagarh’s residents during the 2024 Jharkhand Assembly Election, sharing their feedback on Sabita Mahato’s campaign and leadership. Filmed across the constituency’s 4 blocks—Ichagarh, Chandil, Nimdih, and Kukru—locals express their views in their native languages, Bengali and Kurmali and in Hindi, reflecting the region’s rich linguistic diversity. From praising her accessibility to highlighting her development work, the testimonials showcase Sabita Mahato’s deep-rooted connection with the community.
Strategized and executed by Nextlad Team, this video was a key part of the digital campaign, amplifying voter sentiment on targeted platforms like Facebook and WhatsApp, and contributing to her resounding victory with a 26,523-vote margin.
23 November 2024, Victory Day!
Sabita Mahato’s Triumph: Leading Ichagarh into a New Era
Sabita Mahato’s re-election in the 2024 Jharkhand Assembly Election marked her second term as MLA from Ichagarh, a testament to her unwavering commitment to the people. Facing formidable hurdles— a united NDA alliance (BJP-AJSU), vote-splitting independent candidates, and the emerging JLKM party—she secured a resounding victory with a 26,523-vote margin, polling 57,546 votes.
Her relentless campaigning, day and night, combined with a strategic digital push led by Deepak Kumar, amplified her grassroots appeal through targeted platforms like Facebook and WhatsApp, achieving over 310,000 video plays.
Now, as the Chairperson, Youth Welfare, Culture & Tourism Development Committee, Jharkhand Legislative Assembly, Sabita Mahato is poised to drive cultural preservation, tourism growth, and youth empowerment across the state, continuing her legacy of service and development for Ichagarh and beyond.
