Published May 09, 2026 | 10:00 AM ⚊ Updated May 09, 2026 | 10:00 AM
Kerala Legislative Assembly.
Synopsis: Social media handles with a significant number of followers were roped in to promote candidates. They were also involved in lobbying for the post of chief minister. Now, they are campaigning for Cabinet berths — all for a price.
After weeks of hectic election-season PR work for political parties in Kerala, digital strategist Adarsh CK finally left for a short trip.
During the Assembly election campaign, he and his network of multiple Instagram and Facebook pages, collectively reaching millions of followers, played a major role in amplifying political messaging, especially for NDA candidates across the state.
Before the election season, these pages were widely known in Kerala’s online space for film promotions and entertainment content.
But recognising their influence among young voters, almost all major political fronts increasingly turned to such digital platforms as a key part of this election’s campaign strategy.
Now, while the online PR machinery of the NDA and the LDF has largely entered a quiet phase after the polls, the Congress ecosystem appears to have moved straight into another campaign mode. With the focus shifting from elections to government formation, several politically aligned social media pages have now opened a fresh digital lobbying battle — this time over ministerial berths and leadership positions within the Congress-led UDF.
Also Read: Congress cracks down on Kerala CM campaigning
Thiruvanchoor Radhakrishnan. (Thiruvanchoor.Radhakrishnan/Facebook)
According to Congress sources, the new Kerala Cabinet is likely to have 21 ministers, including the Chief Minister, with the IUML expected to get five berths, while Kerala Congress (Joseph) may get one minister despite demanding two. The RSP is also likely to secure a ministerial position.
Apart from those in the race for chief ministership, senior leaders Thiruvanchoor Radhakrishnan and Sunny Joseph are likely to be considered for key portfolios such as the Home or Revenue departments. From the state capital region, K. Muraleedharan and N Shakthan are being discussed as possible ministerial candidates. PC Vishnunadh’s name is also said to be in the first list of probable ministers.
From Kottayam, apart from Thiruvanchoor Radhakrishnan, Chandy Oommen’s name is also under consideration, especially after he secured one of the Congress party’s biggest victory margins in the election.
Others being discussed in connection with ministerial positions include M Vincent, who scored a hat-trick victory this time from Kovalam, VT Balram from Thrithala, Roy K. Paulose from Idukki, Bindu Krishna from Kollam and Shanimol Usman from Aroor.
Also Read: Kunhalikutty gains edge in Kerala Deputy CM discussions
Online pages are now asking which department Chandy Oommen deserves.
The discussion around ministerial berths is natural after the UDF’s sweeping victory.
But what is becoming increasingly visible is how online PR agencies and social media pages are trying to shape the narrative around probable ministers and portfolios even before the Congress high command begins formal consultations.
For instance, names like Chandy Oommen and Mathew Kuzhalnadan have already appeared in several ”probable minister” lists circulated online. Soon after, coordinated campaigns also began projecting which departments they ”deserve”.
Kuzhalnadan, a prominent advocate known for legally pursuing several controversies against the LDF government, is now being projected by many online pages as a possible Law Minister — drawing comparisons with P Rajeeve’s role in the previous LDF cabinet.
Traditionally, the IUML has held the Education portfolio. However, with indications that the League may be open to giving up Education if offered a key department like Revenue, online discussions around possible new faces for Education Minister have intensified.
Several pages have started campaigning for leaders like Oommen, Sunny Joseph and Fathima Thahiliya for the role, while simultaneously asking followers to ”vote” and comment to gauge the so-called public mood.
Online posters
A former PR strategist based in Kochi told South First that many of the comments seen under such posts are not necessarily organic public opinion.
”They actively comment in favour of the leaders for whom they are handling PR work. When people repeatedly see similar comments, it creates a perception of majority opinion, because many tend to follow what appears popular” he said.
According to him, these PR campaigns are often carried out both with and without the direct knowledge of candidates or parties, while several online pages also use the ministerial speculation for engagement and reach.
Interestingly, even first-time soon-to-be sworn legislator and actor Ramesh Pisharody has now been projected by some pages as a possible ministerial candidate.
Also Read: Fathima Thahiliya prioritises Bill against cyber bullying
Online political PR strategist Adarsh told South First that many social media campaign teams had signed short-term contracts with political parties during the election period.
”For five Facebook posts, we charged around ₹2,500. I handled PR work for 15 days after the election dates were announced and before the Model Code of Conduct came into effect” he said.
He also noted that some teams continue to work closely with individual leaders even after the polls, focusing on personal branding through reels and content posted on leaders’ official social media pages.
Online posters
Meanwhile, IUML sources told South First that the party is expecting five ministerial berths, similar to its share in the Oommen Chandy Cabinet.
N Shamsudheen and PK Basheer are considered nearly confirmed among the remaining contenders, while names such as KM Shaji, Parakkal Abdulla, MA Razak, and AKM. Ashraf are also under discussion.
There is pressure to accommodate Shaji in the absence of MK Muneer, which could result in Malappuram getting three ministers.
The party is also weighing regional representation, with Kozhikode likely to get a ministerial berth while Kasaragod may be offered the Deputy Speaker post. One among Razak and Abdulla is expected to be chosen from Kozhikode.
Despite becoming the party’s first woman MLA after defeating TP Ramakrishnan, Fathima Thahliya is unlikely to be considered, though there is curiosity over whether state president Panakkad Sadiq Ali Shihab Thangal may take an unexpected call in her favour.
Adarsh clarified that they do not conduct any polls or frame questions themselves. According to him, all inputs come directly from leaders, or their close circles and their role is limited to publishing the material provided by the party or its associates.
(Edited by Majnu Babu).
