India’s democratic roots run deep—from one village to the next. Each state is home not just to cities but to clusters of villages, and these villages are increasingly becoming the center of social media discussions. It is well-known that the foundation of Indian democracy lies in the village. Panchayats are the core of this foundational system, and their leadership arises from the soil of the villages. But today, village politics is no longer just ground-level politics—it has spread its wings across social media platforms. Just as urban politics creates noise on digital platforms, rural politics is now equally prominent.
The digital wave and the rapid penetration of smartphones have given a new stage to rural governance, one that operates 24/7. With high-speed Wi-Fi now widely available, information about events happening across the country is instantly served like a dish on Instagram and Facebook. No matter how many fake rumors are stirred into these Instagram and Facebook reels, they no longer hold ground because rural citizens have grown aware. Village politics is gaining popularity. Where once mobile phones were rare in villages, now most people own not one but two mobile devices. Internet access has become easier, even in remote areas. Platforms like Twitter, Instagram, Facebook, LinkedIn, and Telegram have given a unique identity to village politics. The popularity of local panchayats continues to grow.
Since the launch of the Digital India initiative in 2015, a revolution in social media has swept across rural India. Initially, landline phones were rare and not found in every home. Then came keypad mobile phones, which were still out of reach for many. But the arrival of smartphones revolutionised the market. Back then, technology had not advanced as far as it has today. Newspapers once played a vital role in mass communication, and regular phones became common over time. Smartphones, made affordable, came within reach of even the poorest citizens. As mobile phones became widely accessible, social media began to shake things up. Previously limited to urban areas, the internet—especially with the advent of 5G—has reached every corner of rural India. Before 5G came 4G, and before that, 3 G and 2G networks with snail-like speeds. Searching on Google meant waiting a long time for results. But now, 5G has transformed access—information arrives like a storm. People in villages now own phones from various brands, and through the internet, everything from the annual budget to local happenings is streamed live, reaching everyone, including panchayats.
Today's panchayat is not just a service-oriented local government—it has evolved into a brand. Its recognition is no longer limited to village boundaries but echoes across states, nationally, and even internationally. Village development is now attracting urban dwellers too. Many city people, enchanted by the aroma of rural life, are returning to their roots. If a village meeting needs to be held, the Gram Panchayat can now arrange it live on Facebook or Instagram, allowing every citizen to participate and stay informed about developmental plans. Instagram reels play a vital role in spreading political awareness. From panchayat buildings to green farmlands, all are showcased in reels, helping citizens feel more connected to rural life. Some villagers have even launched YouTube channels to involve the youth in farming. Now, people across the world can learn about agriculture, finances, and village life through social media.
The younger generation often shows little interest in agriculture, so extensive information is being shared to educate not just the youth but everyone. Everything related to villages is being broadcast globally through social media. Once upon a time, cities enjoyed popularity even without the internet, while villages remained nearly invisible. But now, every villager not only owns a mobile phone but also enjoys the fruits of connectivity—a gift of technology.
The popularity spread through social media is evident in Facebook and Instagram reels, where village heads proudly describe their community’s beauty and progress. Panchayat leaders feel honored when their development efforts are broadcast online and appreciated by viewers. Ever since the Digital India initiative took off, even the youngest village residents have become part of this popularity wave. Every form of development—from roads and water systems to schools, colleges, farming, and sports grounds—is being shown live online. Whenever a new development project begins in a village, the village head and even the youth post reels on Facebook and Instagram to keep the public updated.
Reports on these construction activities are also shared with the government, increasing transparency and popularity. In some villages, female sarpanches (village heads) create reels to inspire other women to enter politics. They use social media to highlight backward areas, calling on the government to take action. Social media is not just helping rural citizens gain recognition—it is accelerating village development.
Previously, rural schools saw very low attendance. But now, thanks to the redesigned online platforms, attendance is rising. Many rural hospitals were once in poor condition. Now, videos showing these conditions are broadcast live to higher authorities and leaders, prompting quick financial intervention to improve healthcare. Sarpanches also use social media to report pothole-ridden roads, warning against accidents and demanding immediate repair. The internet is truly a power that connects everyone.
No other platform plays a braver role in politics than social media. It has helped panchayat leaders gain strong leads during elections. Supporters help boost their leaders' image by promoting them via memes, live streams, and online campaigns targeting opposition parties. Social media becomes the main headline, increasing public awareness. Panchayat leaders also use YouTube to promote government schemes, earning additional income through ads. They participate in awareness drives through various online platforms like Instagram, Facebook, LinkedIn, Twitter, and Telegram. Offline, they engage in public speaking, enhancing transparency and offering accountability face-to-face. These leaders connect both online and offline to strengthen their bonds with citizens.
Previously, youth showed little interest in politics. But with societal changes, young people are stepping into politics at the local level. They aspire to become part of governance. A fresh energy and new direction are emerging. These young leaders can bring modern solutions to rural issues, using multimedia to showcase the culture and strength of rural India to both national and international audiences. Through their involvement, records of development will reach new heights, and social media will help broadcast this progress widely.
Popularity is something every individual seeks. Multimedia plays a key role in helping leaders gain visibility. However, some leaders misuse social media to fake development work and boost their own image. They show high-quality results on screen, while the actual work remains subpar. Eventually, these pretenses are exposed. Though social media promotes awareness, it can also spread misinformation, which fuels conflicts among political rivals. Memes and harsh comments often lead to a heated political atmosphere. Some village leaders gain fame through honest work, while others become infamous through deceit. Genuine popularity stems from positive comments and real public service.
Special programs should be organised for panchayat leaders to encourage respectful dialogue between opposing parties. Comments on social media should be thoughtful. Village issues are no longer confined to village boundaries—they are now national issues. After all, cities and metropolises grow out of villages. If the foundation is weak, national progress becomes impossible. Agriculture is rooted in villages. If rural land becomes barren, village development halts.
That’s why panchayats must use social media to raise awareness on education, health, environment, and agriculture. When leaders’ influence spreads from thousands to millions, they become digital icons—not just at the national level but globally. Podcasts are now a trend. Sarpanches are becoming well-known through their podcasts. Indian politics has transcended rallies and stages—it now dominates screens and reels. Panchayat leaders are not only becoming local favourites but also digital public servants.
But popularity alone doesn’t ensure development. Ground-level development work is essential. A true public servant is one who fulfils promises made to voters and genuinely works for their welfare. A leader who buys votes with false promises can never become truly beloved by the public. Such leaders may enjoy momentary fame, but they are eventually exposed. They misuse government funds for personal luxury and conduct fake paperwork in the name of village development. These corrupt leaders face public criticism on social media and lose credibility.
True popularity lies in working for the people's welfare—doing something that elevates the village not just nationally, but globally. Social media can take an ordinary person to great heights, and it can also expose corruption. Only leaders with positive intentions and a vision for public good can truly become the people's choice.