Sanjyot for Congress- South Asian Marketing for Political Campaign
Sanjyot for Congress was a congressional campaign targeting South Asian voters across the US. BridgeM built the full digital marketing strategy — from channel selection and audience architecture to language-based creative targeting in regional South Asian languages including Hindi, Tamil, Telugu, Gujarati, and Punjabi. The campaign ran from July 2025 to March 2026 across Facebook, Instagram, YouTube, and Connected TV.
Channel Breakdown
YouTube: 395,000 impressions · $4.59 CPM · 22.23% interaction rate (industry average: 2-5%)
Facebook: 1,000,000 impressions · 308,000 people reached
Instagram: 878,000 impressions · 340,000 people reached
Connected TV: 71,000 impressions · 21,000 people reached
What we built
- A full multi-channel digital strategy built specifically for South Asian communities across the US.
- Demographic targeting — age, location, and interests specific to South Asian communities
- Uploaded voter lists — matched against registered South Asian voter data
- Lookalike audiences — built from the highest-converting audience segments
- Interest-based targeting — South Asian cultural interests, media consumption, and community affiliations
- Language-based targeting — closed captions and creative in regional South Asian languages including Hindi, Tamil, Telugu, Gujarati, and Punjabi directed at specific demographic targets
- Connected TV — streaming platform targeting for South Asian households
- Full-funnel strategy — awareness through Facebook and Instagram, consideration through YouTube, conversion through retargeting
The result
2.3M+ impressions across all channels. 608,000 people reached on Meta alone. 395,000 YouTube impressions at $4.59 CPM. A 22.23% YouTube interaction rate — against an industry average of 2-5%.That interaction rate is the real proof. When a campaign is built in the right language, with the right cultural context, for the right audience — they engage. That is the difference between South Asian marketing done right and South Asian marketing done generically.
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Details & Info
BridgeM built the full digital strategy for Sanjyot for Congress — a South Asian voter campaign running July 2025 to March 2026. Facebook, Instagram, YouTube, and Connected TV. Language-based targeting in Hindi, Tamil, Telugu, Gujarati, and Punjabi. 2.3M+ total impressions. 608K people reached. 22.23% YouTube interaction rate.
