Sana Malik, the Nationalist Congress Party candidate from Anushakti Nagar, campaigns during the Maharashtra Assembly elections. | Photo Credit: ANI In recent years, political parties have increasingly adopted diverse modes of communication as part of their election campaigns, ranging from traditional door-to-door canvassing to innovative digital outreach. In the Maharashtra Assembly election, where the contest was primarily bipolar between the Mahayuti alliance led by the BJP and the Maha Vikas Aghadi (MVA), understanding how parties reached voters is crucial to analysing their impact on electoral outcomes. Central to this discussion is the question: were voters predetermined in their choices, or did they remain open to persuasion during the campaign or at the last minute? The Lokniti-CSDS survey data suggest that political parties employed a mix of strategies. While door-to-door canvassing allowed candidates to establish personal connections and address local issues, digital platforms emerged as powerful tools for reaching voters in this digital era. The BJP spearheaded the digital campaign, engaging one-third of voters through digital platforms. In addition, the BJP also led in door-to-door canvassing, …