Content is mainly divided into two key buckets - Goenchi Navi Sakal – the key Pro TMC campaign, a phrase which in Konkani translates to a ‘New Dawn for Goans’. This campaign is largely dedicated to presenting TMC’s mission and vision for poll-bound Goa. Given the election fiasco of 2017, this campaign resonates TMC’s on-ground messaging - with a focus to establish TMC as the credible alternative for the Goan electorate, with a single-minded focus to oust BJP, which in 2017 unscrupulously formed the government, despite not having the highest number of seats in Goa’s 40-member strong Constituent Assembly. With over 70,000 users directly connected on the campaign pages across Facebook, Twitter and Instagram, the campaign pages are dedicated to highlighting the leaders, using a range of audio-visual messaging – from static creatives of everything from ongoing door-to-door campaigns to significant quotes and leader bytes, alongside press conferences and other significant events held across the state. The internal team however notes that beyond the hullabaloo of social media, the Whatsapp network where over 30% of the Goan population is directly connected, remains its biggest strength. Just in these last months since TMC, who started actively campaigning in Goa late September onwards, has formed booth level WhatsApp groups with a pool of over 2500+ digital volunteers actively engaged in dispersing the party’s messaging.