Influencer Economy Meets West Bengal Election Season: Poll Push Is Now a Reel Push

Why Are West Bengal Influencers Suddenly in Demand?

With the West Bengal Assembly election approaching, multiple Kolkata-based influencers say they have received offers ranging from INR 20,000 to INR 80,000 per reel from agencies claiming to represent major political parties. All political parties have denied having paid influencers to push their agenda.

Emails, WhatsApp Messages and Rates

Around a week ago, Kolkata-based content creator Shalini Mukherjee Banerjee, who has over 43,000 combined followers on Instagram and Facebook, claims to have received an email from an agency claiming to represent the BJP. The message, which she later shared via screenshot on Facebook, stated that the agency was scouting paid collaborators for political campaigns.

The eligibility criteria were specific:

• Minimum 20,000 Instagram followers

• Average views of 10,000–15,000

The offer? INR 20,000 per reel.

Speaking to The Telegraph Online, Shalini said she had received several such offers and declined each one.

She was not alone.

Lifestyle vlogger Koninika Dey, a macro-influencer, told The Telegraph Online that she had been approached by both sides. According to her, the remuneration offered was “around INR 80,000 per reel.” She declined, maintaining that she is apolitical.

Also read: 2026 Influencer Trends: The Year the Creator Economy Became Business Infrastructure

How Political Campaign Targeting Works

Influencers in West Bengal describe a tiered outreach model that mirrors corporate brand strategy:

• Nano influencers (under 10K followers) → hyperlocal engagement
• Micro influencers (10K–1 lakh followers) → targeted community messaging
• Macro influencers (1–10 lakh followers) → broader digital reach
• Mega influencers (10 lakh+) → mass influence and cross-platform amplification

Agencies reportedly tailor outreach depending on campaign objective and budget.

Several creators told The Telegraph Online that the content expected would appear “independent,” without direct tagging of political parties. One influencer with nearly 65,000 followers said there is a “definite lack of transparency.”

Ready-Made Reels and Scripted Narratives

Some creators alleged that ready-made reels were provided for posting. Others said agencies from Patna and Noida had contacted them for three-month awareness campaigns focused on government schemes.

One university student, who requested anonymity, admitted to making one political reel before reconsidering. She told The Telegraph Online:

“It is quite evident that some influencers have accepted the offers. Check the content they are putting out now. It is different from what they usually do.”

Another influencer claimed that after declining collaboration offers, she received rape threats.

Koninika Dey told The Telegraph Online:

“I ignored the threats. Voting for a particular party is a matter of choice. I cannot influence people to think one political party is righteous because I think so.”

Congress and the AI Summit Controversy

Parallel to the West Bengal campaign outreach, another allegation has surfaced nationally.

Creators who publicly shared their experiences, Congress media handlers reportedly reached out to young influencers offering INR 10,000–INR 25,000 per reel to post negative videos describing the recent AI Summit as “useless.”

Multiple influencers have alleged a pattern of scripted narratives being offered for compensation. However, these claims remain allegations, and no official confirmation has been issued.

Neutrality remains critical. These claims are attributed to creators who have spoken publicly.

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What Do the Political Parties Say?

BJP Response: Saptarshi Chowdhury, convenor of the West Bengal BJP’s social media cell, told The Telegraph Online:

“We have not engaged any outside agency to scout for influencers to work for the party. No such message or email has been sent by the party to anyone.”

Trinamool Congress Response: Debangshu Bhattacharya, head of TMC’s social media and IT cell, confirmed outreach efforts but denied hiring.

“We are not hiring them. We have issued an open call to influencers to fight against the enemies of West Bengal,” he told The Telegraph Online, adding that the party does not have “deep pockets like the BJP.”

Congress Response: Roahan Mitra, West Bengal Congress general secretary and co-chairperson of the social media cell, questioned the feasibility of influencer hiring:

“Where will we get the funds to hire influencers? For the first time in many years, the Congress in West Bengal is contesting in all 294 seats.”

All major parties deny structured paid influencer hiring.

Political Campaigning Meets the Creator Economy

This is not an isolated phenomenon.

India’s creator economy is projected to reach multi-billion-dollar valuations in the coming years (EY & BCG industry reports). Platforms like Instagram and YouTube now act as primary distribution channels, not just for brands, but for political messaging.

Nationally, the BJP has built a reputation for digital communication strength. In November, the party hosted a meet-and-greet event in Kolkata attended by approximately 60 influencers.

Digital-native leaders and creators such as Raj Shamani, Ranveer Allahbadia (BeerBiceps) and Dhruv Rathee have demonstrated how narratives shape public discourse online. While these creators operate in diverse domains, their influence underscores why political strategists view influencer ecosystems as high-impact distribution networks.

Influencers are no longer side players. They are distribution engines.

Why This Matters for Voters

Political influencer marketing blurs the line between independent opinion and paid narrative.

When political messaging appears as organic lifestyle content, transparency becomes essential. Several creators who spoke to The Telegraph Online emphasised that they declined offers because personal belief and business should remain separate. One food vlogger, also a government employee, said:

“They did not even check my background before making the offer. I chose to ignore.”

Are West Bengal influencers being paid for political reels?

Several Kolkata-based influencers claim they received offers ranging from INR 20,000 to INR 80,000 per reel from agencies alleging party links. BJP and TMC deny formal hiring, while Congress questions funding capability.

How much are influencers reportedly being offered?

Reported offers range from ₹20,000 per reel for micro influencers to ₹80,000 per reel for macro influencers.

Did political parties confirm these payments?

No. BJP and TMC denied formal hiring arrangements. Congress leaders stated they lack funds for such campaigns.

What is the ethical concern?

Critics argue that paid political content presented as independent opinion can mislead audiences and reduce transparency in digital political communication.