Brand Bihar shines against odds

October 27, 2010

When a prominent journalist made a faux pas on Bihar being a liability on tax payers’ money and Brand Bihar ignoring it, he was made to eat his own words by the strong reaction of the well placed Bihari community across the country. Prima Facie what seemed to be the new age technology and networking sites like Facebook giving a voice to the pride of the otherwise detached class of Bihar, had something more than that. A very close follower of the diaspora of Bihar and their sensibilities, it was heartening to see the emergence of “Brand Bihar” in true letter and spirit.

Had the resurgence of Bihar as a truly power centre of India been only for the academic purposes, the diaspora of the state would not have erupted with such a strong reaction. But the voice of the Non Residents Biharis (NRB), who may not have any plans of resettling in home state, was as curt as the residents of Bihar. This is a clear indicator of the fact that the resurgence of Bihar has come of age. 

 The economics of “Brand Bihar” is not the only indicator of the hidden potential of the state. Of course, the GDP rate of 11% at a time when the world economy was reeling under recession and even the national economy slumped to around 6% will always remain a matter of pride for a community that has been at the receiving end of reverse racism in its own country for nearly three decades.

However, what gives me a sense of satisfaction is that the economics of “Brand Bihar” has been equally supported by the sociology of emotional pride for the state. A History Graduate in me clearly understands that the civilizations turn into Great & Role Model for future only when the economics and sociology of the land and its people are inter-linked. I have time and again raised my voice at various forum that what is missing link in harnessing the true potential of the state of Bihar is the sociology, and not economics.

The unfortunate reality thus far has been this lack of emotional chord. There are two reasons responsible for relegating the Bihari identity into dustbin. I may be rubbing some of my own brethren the wrong way here, but it is high time that we look into the deep rooted malaise, if Brand Bihar has to be positioned like never before. Let’s face the facts bluntly. The curse of caste has been the bane of Bihar, as deep rooted in polity as in society. But the rising economy & high aspiration level is certainly reducing the caste divide. A strong focus on “Bihar Pride” will further cement the gaps.

Our own acceptance of fate as second class citizens in exchange of a decent living is something that the migrant Biharis had to live with. The poor projection of the state at various human development indicators led the collective consciousness to shape up against the residents of Bihar. An average working class somehow started learning to live with this crude reality of being under the social scrutiny for no fault of theirs. The strengths of the state of Bihar was not even allowed to be discussed in public for quite some time.

The wheels of fortune turned in the last few years when the state started showing signs of development and improved ranking of state on human development indicators. A catalyst to this undercurrent has been the fact that the thinly spread vocal working class with relatively better consciousness of their rights and pride started networking. Even though such networking has mostly been on the sites like Facebook, it subconsciously gives every other Bihari that he is not alone and can’t be cornered.

The moot point here is whether this emergence of Brand Bihar has been accepted beyond Bihar. It is here that I find graceful acceptance of this social reality few and far between. I can say with my own experience in Delhi that the people, who accepted us as one among equals, only accepted the elite class in us while their subconscious mind always gave them pseudo assurance of being more than equal and added superiority complex. 

While reservations against the state have always been borne out of perception, the rise of Brand Bihar has not diminished it. It has actually further intensified among a larger section who see the state as a threat to their own existence. The detaste against Brand Bihar may not be vocal like a few years back, since calling somebody a Bihari with negative connotations is fraught with danger now even in public transport of metro cities. But the silent resentment is even more dangerous because you never know who is actually a frienemy.

It is not unusual to find people in metro cribbing that their children can’t compete in premium services like the IAS and IIT, since most of the seats are occupied by the students of Bihar. While the grudge to not competing in this meritocracy has always been there, the rise of Brand Bihar has inculcated a new fear psychosis in them. It may be silent, it may be hidden…but then Vinod Dua is not the only person who thinks Bihar is a threat, can’t be competed against and hence the only option is to demoralize the state with a negative perception created around it.

I wish they could see the new power house called Brand Bihar, and get benefited by acknowledging it. Come on guys….since you can not beat us, join us. Brand Bihar invites all Indians with arms wide open. We have been doing so since ages and our academic excellence in Nalanda has been a testimony to this. 

Hey Ram...Save Rama from his fanatics

October 2, 2010

Immediately after the Ayodhya verdict over Ram Janmabhoomi Babri Masjid, a young man’s chat completely turned me off. “Sir Hindu Jeet Gaye” (Hindus have won)…This was not just a statement, rather reflected the thought process of a generation whom we expect to be progressive. I was all the more ashamed by the tenacity of this idiotic statement since it was coming from an educated person who is also a qualified lawyer. Legality of the judgment and ethics & plurality of the nation apart, the statement reflected an undercurrent of the psyche which still believes India should not move ahead of the medieval act that happened on the fateful day of Dec 6, 1992. 
While the country eagerly awaited the verdict on Ayodhya, it was heartening to see the vocal class of India pleading peace and harmony over religious bigotry. If various social networking sites were any indication, the mood of the nation seemed to be in favour of moving ahead of the controversy over temple & mosque that has seen the turnaround of India’s polity in the last two decades. However, the big question remained: Will it be the same goodwill after the verdict? After all, a win-win solution for all the parties (consciously calling them parties and not religion) seemed to be only a wishful thinking.
However, while the questionable verdict was accepted by and large by the nation with an appeal for moving ahead, stray and loose comments in-between has got alarming proportions. It is true that 2010 is not 1992, an entire generation has been exposed to a different and progressive society; there is no devilish P V Narsimha Rao, conspirator L K Advani or idiotic Kalyan Singh at the helm. But then what is more dangerous to the humanity in general and plural character of the nation in particular is the thought & ideology than the individuals.
Coming to the ethics of the dispute and legality of the judgment, I wonder had it been the other way round then whether the fanatic Hindus (who are still vocal with war cry) would have agreed for moving ahead? Moreover, if it is Hindu victory (as believed by a few educated idiots) then why the hell is Hindu Mahasabha challenging it in the apex court? I am myself a devout believer of Lord Rama and believe that he is very much part of the nature, hence exists everywhere.  After all, Sanatan Dharma and Vedic Living advocate the worship of even trees of Peepal, Banana and others. The fact of the matter is that Lord Rama’s existence and reputation is today more in danger from his own followers than the followers of other sects fighting over the Babri Masjid rights.
I am equally perplexed by the judgment which, according to me, raises more questions than answers the given dispute. Of course, the three bench judgment itself is divided and a clear answer was only a wishful thinking. However, one wonders whether the illegal demolition of the Babri Masjid has been legalized by the judgment.  What would have happened had the mosque not been demolished as yet? Had it then been a legal sanction to the demolition of a religious shrine? What about the constitutional assurance to the minorities that all the religious structures should stand the way they stood at the time of independence?
But I suppose the jurisdiction of the court was confined to the title rights over the land. Under the given circumstances, with Archaeological Survey of India findings also inconclusive, the honorable judges confined their decision over the title rights of the land only. However, the socio-political nature of the dispute demanded that the state should have intervened over the issue to not only address the issue but also set a precedent.
Had there been a timely state intervention, it would have saved Lord Rama being victimized, traumatized and de-glorified. May be a national monument on the disputed site would have done no harm to the reputation and international image of India. It would have also acted as a deterrent to the lumpen fanatics who think Ram Janmabhoomi judgment is the run-up to Krishna Janmabhoomi.    Most importantly, India would have really moved ahead in the true sense of the term.

Mythical perception of communication

September 15, 2010 

Communication strategy can be a funny business and the mythical perception about what constitutes an effective communication makes the job even more ridiculous for the serious practitioners of the business. More often than not the conventional wisdom that communication must aim at creating mutually beneficial relation between the organization and its stake holders goes for a toss, when the client reminds you that there are other agencies waiting to grab the account on the clients’ dotted terms. It may not shock me anymore, but definitely disappoints bitterly with the dogmatic ideas that collective consciousness of the business community carries as far as communication is concerned.
There seems to be a definite lack of understanding of how business relevant and business beneficial communication strategy can be. My failed brain storming with the management of a soon-to-be-launched consumer product reminds me yet again that India Inc communicates more to impress than to express. This lack of foresight results into a complete emotional disconnect with the audience for whom the product has been conceptualized. I fail to understand the point why a metro kid with all the polished Ps and Qs should be the face of a brand which has the least possibility to be consumed by that given segment.
I can understand a “method” into it if the product is aspirational in nature. But with a consumer product that would be mostly consumed by the tier II and tier III kids in their given comfortable budget, such an endorsement hardly reflects any serious thought process or strategy. As Ad man Suhel Seth recently said during FICCI’s “Brand Talk” that marketers who resort to Celebrity Endorsement of their products are the laziest people in the business.
With my academic perspective and market exposure of over a decade now, I often end up arguing, even at the cost of losing business, as to why all the communication (Advertising & PR) should be in the national English dailies. To an extent this is necessary from branding perspective, but the question is how much market share can be earned by shouting in a market where decibel levels are already too high. Based on my experience with TRACK2MEDIA Consulting where we always suggest for a market survey/research before any new communication campaign, I personally feel the Indian businesses still have to go a long way before they bank on expertise at every level.
In the absence of a scientifically evolved methodology, most of the board room decisions are based on perception than ground reality. A friend heading the corporate communication of a pharma major recently shared how they exhaust 80 per cent of the budget in the mainstream media and only 10-15 per cent in the vernacular media. Keeping in mind the fact that major product of the company is prescriptive medicine; this clearly defies any logic in a country where 50 per cent of the doctors are from Bihar.
But the think tank of the said pharma company is not the only one that seats in the ivory towers from where Ground Zero is more often than not invisible. No wonder, many of such management are pretty happy with their advertising in page 1 of national dailies, often with a jacket cover; while the PR campaign fails to take off. I would blame equally to the PR agencies for cutting a sorry figure before the clients. The day they stop overpromising on coverage in the national dailies, they would earn some respect for themselves and the profession as well, even if it means loss of business at times.
There seems to be an obsession of the clients to get published in the national English dailies, even if they don’t have a news value and their product does not address the readers at all. Many of them are not even open to the idea of any out-of-the-box strategy, which can earn them more reputation in terms of brand building, connect directly to the target audience and ensures more market share. But the medium is ever evolving, and it is the job of a brand strategist to make them understand that old school of communication is changing the world over.
If advertising used to be the king of communication till around a decade back, with a lion’s share of 80 per cent of the marketing budget, the rise of the branding tools and methodologies suggest it should not be more than 40-45 per cent now. Public Relations, Corporate Sponsorships, Corporate Social Responsibility, Online Reputation Management, two-way seamless communication to connect with stake holders……the medium is ever evolving. But the moot point is--before we put our foot down and say NO to the clients who believe in self medication, are we as communication consultants convinced that we are strategists and not vendors to the clients? Well, my guess is as good as many others who are in the business of communication consultancy.    

Class as Caste turns sociology upside down

Aug 15, 2010

A request by one of the followers of my blog, a young journalist, has evoked the sociologist in me to rethink the way we interpret caste and class. Even though my journalistic and migrant background has always goaded me to activism on issues ranging from caste, class, diaspora and regionalism, my understanding of Indian society and culture made me believe that caste is more often than not class in this part of the world. And hence the rebellious writer in me has always been up against challenging the class conscious society which has by and large stood shamelessly by its commitment to status quo.
The query that whether class has turned out to be caste now in the modern India actually led me to introspect as to whether the class & caste conundrum needs a fresh perspective. Has the conventional wisdom of sociology that caste is class not been relevant in today’s market driven elitist society? Certainly if the young generation like Abhishek Kumar of Political & Business Daily feels offended when asked as to how much he earns as his first class identity, I feel it is time for a serious discussion on the subject. A young man’s offence to his class in question also gives a ray of hope that the market driven society has not completely captured the class the way they would like to.
After all, the class conscious society in Delhi would have easily cornered a young migrant from non-descript city like Raxaul in Bihar. But my objection to the class as caste runs much deeper. Of course, I come across almost on a routine basis with such class conscious elitists for whom one’s address and swanky cars are the only introduction to the individual’s class. The more shameless breed doesn’t even mind getting into the economics of whether the flat that you live in is a rented accommodation or you own it.  The car you drive is on loan or purchased with down payments….the list can be filthy disgusting.
However, the above examples are just tip of the iceberg and this shift from traditional school of sociology is merely the symptom, not the disease. If free market economy believes in currency as the new class, the social divide on grounds of rural-urban, native-migrant, English-vernacular and many such chauvinistic parameters make the notion of class even more profound. It seems the larger section of the society that has been at the receiving end of class ostracism will continue to suffer. It is just the fact of academic interest that while earlier their respective caste had been relegating them to that class, now the class (socio-economic) is relegating them to caste, or better to call them outcastes.  
There are certain other parallels to be drawn out of this class and caste conundrum. While the social barrier still remains the same, the prerequisites to switch to the other side of the fence have not changed either. Of course, it has to meet the acid taste of not rubbing the sensibilities of the so-called upper class. Earlier it was the elevation of the lower caste in economic stream (read elite government jobs) that was qualifying them to rub shoulders with the upper castes, now it is the same professional ladder that provides them acceptability and turns their caste as per the elitists.
We as migrant professionals in Delhi and other metro cities witness this class turning out to be our caste day in and day out. The very same class which pretends as upper caste and disapproves our presence in the city wants to rub shoulders with us once we rise up the professional ladder. This may not be an acceptance of our migrant identity or our regional identity, but the acceptance is for our elite class, that suddenly turns out to be our new caste. 
I know the truth is a bit bitter but there are a number of friends in Delhi who are neither comfortable with a migrant in me who has proven intellectual and professional sharpness over them, nor have they accepted a resident of Bihar. But then a communication professional in me is welcome to the very same people whose profile of CEO, TRACK2MEDIA Consulting defines his elite class to them, which in their perception is also his new caste. Call it fair or foul, but class has become the new caste today and it is definitely turning the conventional sociology upside down.

Grooming and nurturing at Tagore International school

August 01, 2010

After spending more than a decade into audio-visual medium of communication it is hard to impress me with the kind of patchy work that is being taught in various media institutes nowadays. It seems mass communication schools that have mushroomed across the country are only mass production factory of low quality jack-of-all-trade stuff. And thanks to the television revolution in this part of the world, where the journey from one Doordarshan to 400 odd TV channels has not taken more than a decade, creativity and out-of-the-box thinking has been relegated to the dustbin.
Over the last few years of my professional life in various capacity, the first thing that I have always told to these young mass media pass outs is to unlearn on the job what all has been taught to them in their respective institutes. And hence when a friend of mine asked me to be one of the judges on the panel to evaluate the work of school children, I had a mixed feeling. Even though I have a natural love for children, I was not sure as to what sort of animation and television production the young kids could have done. Worst even, I had this apprehension that it will be more of schools competing against each other in the name of their students’ work.
However, the obligation to the friend drove me to the Tagore International School in the early morning of a working day on Thursday, July 29th. The cultured grooming and discipline of the children here is something that reflects in the overall ambience of the school. In an age when many of the schools, especially in the NCR region are in the news for all the wrong reasons, this school stands out in terms of class and quality of its students. The general feeling that I have carried home is that the children here are not taught but nurtured.
It was an inter-school competition with students of around 20 schools from India and abroad being invited to showcase their talent in the respective categories. Though the first impression in the school had already made me all the more curious to see whether their works also has the substance to stand out, I kept my expectation level way below with these kids. But the screening of the inaugural film that was supposed to be “of the children, by the children, for the children” was an eye opener. At least I have not seen any amateur group coming out with such creative work with perfect finesse in the last few years.
This is no mean achievement by a bunch of school going children who have no formal education in film making at any professional level. I wish the young professionals who come out of various media institutes and are desperate to make a career in the profession, show the same kind of creativity, passion and zeal. But then the differentiator here will always be the quest to make a career by every possible short cut routes and innocent passion by the kids.
The Ordinatrix Event has been one of the most fascinating experiences in recent times. The feeling is not just because the event was very neatly organized, but in a much larger context it also reflects the fact that the mass media revolution in this part of the world has not completely gone haywire. At least the animation and television production of school going children suggest the same. Some of the concepts, ideas and interwoven social responsibility in it were indeed an eye opening for me.
Even though these children completely stand out with their class act, their feet has been firmly rooted and they don’t seem to mature and overgrow their age and experience. No wonder, the journalist and sociologist in me was equally eager to figure out whether the overt courtesy and politeness was an inherent part of their grooming or it was all plastic emotions meant for the day.
The post event interaction with the core students’ team that organized the event along with the Principal Tagore International, Madhulika Sen, dispelled even this doubt. The innocent children admitted that many of them may have to leave the creative hobby as parents want them to become successful with Engineering and likewise socially accepted degrees. Probably they don’t value even the fact that along with their routine academic curriculum they have taken the best advantage of the computer lab set up by the school and honed their creative skills. Given more opportunity they can work wonders.
I just wish these children are allowed to do whatever they enjoy doing in their lives. I wish somebody would suggest the parents of these children to watch the movie 3 IDIOTS and take a leaf out of the experience. I wish Principal Madhulika Sen replicates the same role with these children as Aamir Khan did with his other two idiot friends. My wish list is a bit too long, may be, but my expectation level has been exceeded by the experience with Tagore International school.

Oh Bihar! My Bihar! I am ashamed of you

July 23, 2010                                                                                                                                            

It is not easy for a blogger/journalist to eat his own words. But there are certain earth shattering moments when you are failed by your convictions; when your optimism falls flat in the wake of harsh realities; and when your role models ditch your trust. The obvious choice is then left between justifying your perception & assumptions to defend your ego and an honest acceptance about error of judgment.
Within a week of my last blog post on “Bihar elections and Barack Obama effect” where I had expressed pride and optimism about the state politics transforming into techno zone and opting for an inclusive dialogue with the common man through social media tools, ruckus in the state assembly has yet again shattered my faith. The world will notice the hooliganism in Bihar Assembly through the prism of collective consciousness about the state and its politics over the years. 
However, a common man from the state and a writer in me hangs his head with shame for being optimistic about the state after a spate of development and seemingly sophistication on various social media sites. “Oh Bihar! My Bihar! I am ashamed of you” is a result of this frustration with the collective failure of the Bihar legislature where all the political parties have been an active participant in turning the elected House into a den of street fighters and goondas.
Had it been the act of a few opposition members in the House, my reaction would not have been that strong. But on July 20, 2010 the entire bunch of elected representatives in the Bihar Assembly seemed to have vowed for callous disregard of every norm of civilized behavior in politics. I had earlier witnessed one such unruly incident in the Uttar Pradesh Assembly in the year 1998. While I still remember my story “Constitutional climax in UP with opposition’s Governor”, I personally feel there was no such compelling politics in Bihar Assembly now to bring democracy to this low.
Though the outrage on the democratic process can not be justified in any given situation, what had happened in Uttar Pradesh had a much larger stake in retrospect. It was the question of survival for Governor Romesh Bhandai himself, Chief Minister Kalyan Singh, coup Chief Minister for nine hours Jagdambika Pal and Mulayam Singh Yadav. I wonder was there any such situation in Bihar at the moment. The drama that continued in the House till next day clearly reflect that it was not even heat-of-the-moment kind of situation.
In Uttar Pradesh the BJP had then taken a moral high ground following the Allahabad High Court intervention. However, the same party in the ruling alliance in Bihar has a lot to answer now since the responsibility for the floor management in the House rests with the ruling alliance. But when your own legislators are part of the fighting hooligans where is the question of any moral high ground? Probably the BJP, being on the other side of the fence in parliament, should have by now learnt the art of floor management with their own conduct. Whenever their MP’s slogan shouting creates ruckus in the parliament the Lok Sabha speaker has time and again adjourned the House to prevent further ignominy to the House. 
The ruling party JD(U) is even bigger a guilty here and adding insult to the injury for the Bihar in general and democratic institutions in particular has been the statement of JD(U) national spokesperson and Rajya Sabha MP, Shivanand Tiwari. In an explicit display of no remorse for the damage done to the state and its democratic institution he defended the act by saying that this has not only happened in other states, but it happens across the world in democratic countries. It seems he is still carrying the baggage of his background with Laloo Yadav in RJD.
Nitish Kumar has over the last around four years quite successfully done the balancing act of turning his critics into admirers. However, he failed to rise on this occasion and came out of the House smiling, just dismissing the whole vandalism as the desperate act of opposition. The young lot of Bihari voters who sees in him dynamism and turnaround capabilities was expecting the Chief Minister to be the first one to condemn the legislators cutting across the party lines. He, however, was busy calculating the whole incident in terms of gains and losses in the forthcoming elections.
The Congress has to do a lot of introspection if they are looking forward to emerge as the first choice of youth in the state under the charisma of Rahul Gandhi. They seem to be making the same mistakes that created the crop of Laloos, Paswans and Nitish in the state. Of course, if a woman legislator was manhandled in the House, it needs to be condemned. But resorting to undemocratic norms and creating histrionics like the one Jyoti Devi displayed, reflects an ill designed method in her madness. There are much better democratic and civilized ways to protest, get noticed and emerge as better Brand Ambassadors of Bihar politics.
Laloo Yadav seems to be living in his own time zone that derailed Bihar from every possible Human Development Index. Crowded by fly-by-night alliances like the LJP of Ramvilas Paswan, he fails to see the larger picture emerging out of the state. It is no longer politics of poverty and deprivation with symbolic empowerment to few that he can continue with. He needs to understand that he has to replicate his performance of Union Railway Ministry and not his previous stint of Chief Ministership where lawlessness ruled the roost.
But the biggest culprit has been the Speaker of the House Uday Narayan Chowdhary for letting this bedlam happen. He failed to protect the integrity of the Chair and instead became a spokesperson of the ruling alliance. His stand that interference by any constitutional body or a statutory body in the functioning of the Assembly, its Public Accounts Committee or any other legislative committee would constitute a breach of privilege of the House, not only sets the Bihar legislature on the course of possible confrontation with the judiciary but also sets a wrong precedent in shielding the guilty and prosecuting future governments in office against scam. 
It is debatable at the moment whether or not the Patna High Court order asking for a CBI enquiry into the alleged bungling of funds to the tune of Rs 11000 crore between 2002 and 2008 amounts to scam. And if it is scam, Rabri Devi led RJD Government has to answer as much as the Nitish Kumar Government. If BJP will have to explain being a coalition partner in Nitish Government, Congress will have to as much explain for its support to RJD Government.
The question here is if the guilty of yet-to-surface scam are all or none, then who is the beneficiary of bedlam in the Bihar Assembly? Has any political party came out with the moral high ground for whatsoever reasons? If the answer is none then what was the high voltage media show all about?
Should we assume that all the political parties were hands-in-glove in diverting the attention of the voters from the real issues? May be all the parties were carrying home the point with their own set of calculations that a House ruckus at this point of time would benefit them.  It is difficult to point out which of the above two assumptions are more dangerous for the civilized Bihar, but the elected representatives have definitely put their electorates head hang in shame who are left with no choice but to so…..”Oh Bihar! My Bihar! I am ashamed of you.

Bihar elections and Barack Obama effect

July 16, 2006

Can Bihar, predominantly seen as one of the most underdeveloped states of India in collective consciousness replicate Barack Obama’s model? I understand the question itself will be seen as cynicism but wait. Give it a thought and there will appear some parallel in these two different poles on various given parameters of governance, development and overall human development index. My assessment, or rather I should say optimism is not based on the phenomenal and unbelievable growth rate of Bihar in times of global recession. Of course, the GDP projection of 11 per cent by an eminent economist and 16.5 per cent by the Central Statistics office would definitely be a cause of envy even to the world’s super power in America.
However, my above assumption is not based on the reports of Bihar revival by the now unquestionable turnaround man in the Chief Minster Nitish Kumar. What has actually surprised me is the sheer presence of the state, its governance and its politics on social networking sites like the Facebook and Twitter. When the Economist magazine analyzed how politicians around the world from Venezuela to Japan and from Greece to Chile are using social media tools to get out their messages to constituents and voters, they had actually no idea about the penetration of the medium further deep.
Considering that LinkedIn was established in 2003, Facebook in 2004 and Twitter in 2006, it no doubt seems to be a fast forward march by the politicians of the state. With some of them without any background in the formal university level education, it is all the more surprising that they are adapting and accelerating quicker and faster medium for political dialogue.
In a way it spells good for democratic institutions in Bihar where wide engagement combines with open sharing of information. It is clearly an issue, as social recommendation becomes bigger the challenge is to engage individuals deeply enough that they will escalate from passive viewer to active participant. Most of the Bihar centric discussion revolves around the performance of Nitish Kumar government and the forthcoming elections. By extension this also applies to those who aim to unseat him.
My Facebook wall is generally full of heated discussions on Bihar elections nowadays. What seems to be the result of the vocal nature of Biharis in general and educated and migrated non resident Biharis in particular is actually more than what meets the eyes. It is not that only the educated Biharis who have migrated to metropolitan cities for a decent living are the ones who are demand drivers of Bihar debate. The young lot in the state with limited access to electricity and even lesser access to internet are as much active on these sites as their non resident counterparts. 
The question as to why development in the backdrop of politics and elections are the only issues to be discussed automatically comes into the mind. Perhaps the answer lies in the restlessness of the youth in the state, which had for around a couple of decades been clueless, have suddenly found a medium to air their grievances. Many politicians from the state too have sensed this transformation and want the first-movers-advantage in the cyber space networking.
The moot point here is that whether it is a natural progression of the state into technology zone or the political parties have taken this first-movers-advantage a bit too seriously. On the basis of Facebook and Twitter discussion Prima Facie it seems a carefully crafted social media campaign has been launched by at least two parties (JD (U) and BJP) in power, with Congress social media campaign racing up along the charisma of Rahul Gandhi, while the other two players (RJD and LJP) seem to be clueless as to what is this hype all about.
My assumption, however, proved to be wrong when some more searches found the presence of even Laloo yadav and Ramvilas Paswan on the Facebook. Not only this, individual ministers and MLAs in the state with relatively less exposure to the technology and global obsession with social networking too have got their own website done, with some of them adding dynamic features. It seems everybody is omnipresent on various social networking sites; even the illiterate ones too have social media managers for shadow boxing.
Easy to dismiss, but less easy to master; the mantra of social media is perhaps yet to come of age in Bihar politics. But its growing influence and ubiquity, particularly among younger voters, cannot be ignored. The complications of this new reality are that 18- to 24-year-olds are not prepared to consume political messages passively. The catalysts to this transformation have been the mainstream media that are largely into the mode of broadcast and not conversation.
The 2010 Bihar campaign can prove to be India’s first true social media electoral cycle, if the momentum picks up and reflects some tangible vote swing. Whether the JD (U) uses these tools to their maximum advantage or whether the BJP or Congress figure out how to employ social media to explain incumbent policies and rally their base will be analyzed in-depth following the November elections. It may not prove to be India’s first true internet campaign, won and lost Obama-style, Bihar elections nonetheless have a distinct Barack Obama effect this time around.