Social media plays an increasingly important role in elections globally and is expected to be a key feature of the 2024 Indian elections. Campaigns on social media involve utilising the volatile nature of the medium and capitalising on communicating directly with voters. Dr Joyojeet Pal takes us through potential strategies that each party may use to connect with voters. He also explains the psyche behind certain posts and trends that may take shape over the election. Ms. Tanujja Dadlani, Research Analyst, ISAS, is in conversation with Dr Joyojeet Pal, Associate Professor, University of Michigan, to discuss the role of social media in the upcoming Indian elections.