ately, the official social media of the Pakistan Muslim League-Nawaz has been projecting the party’s “bright” political past and economic performance under the stewardship of Nawaz Sharif – the party supremo and three-time prime minister of the country.

The party is preparing to widen its social media campaign aiming to build mass contact, mainly with the youth, in the hope of portraying Sharif as the messiah who will bring economic prosperity to Pakistan.

The social media strategy to woo voters, particularly a younger demographic, comes in the wake of announcements of Nawaz Sharif’s scheduled return to Pakistan from London after about four years. The political decision was made in a bid to pacify party leaders and supporters so that Nawaz Sharif is seen leading the party and its electoral campaign ahead of the upcoming general elections.

“The masses have chosen Nawaz Sharif as their leader. With his return, Pakistan is poised for a bright future, marked by peace and progress,” a PMLN official message on X (formerly Twitter) reads. “Only Nawaz Sharif can lead Pakistan out of its current difficulties and onto the path of development,” another post asserts.

The social media narrative of the party portrays Nawaz Sharif as “the only hope” for the crisis-hit country.

According to a party insider, Maryam Nawaz, being seen as a potential political heir to her father, is personally leading the social media campaign.

“The sole purpose of the campaign is to present Nawaz Sharif as the only choice to lead the country out of the current crises and highlight Sharif’s previous achievements,” says the insider.

A few days ago, Sharif made a speech vowing to hold accountable those who had ousted him from power. However, he has said since then that his sole focus is on dealing with the economic crisis faced by the country. The blatant change in the narrative is alleged to have materialised as a result of pressure from powers that be communicated through Shahbaz Sharif.

Although some party leaders have said that all issues taken up by Nawaz Sharif would be dealt with at appropriate time, the party’s official line, also presented on social media, focuses only on glorifying Nawaz Sharif’s previous governments and describe him as a saviour for the country.

“The despondency that had prevailed in Pakistan for the last seven years is slowly turning into hope,” PMLN senior vice president Maryam Nawaz, stated recently while referring to her father’s anticipated return.

“The social media campaign is the prime focus of the party chief organiser Maryam Nawaz,” says Salma Butt, a former member of the Punjab Assembly. “She wants to make it the most effective medium to stay in touch with the youth and in doing so, wants to mobilise party members to attract the youth,” she adds. The party realises that social media is vital to reach out to the youth. For this purpose, it has formed social media teams with the help of youth volunteers.

“The expectation from these campaigns is to establish contact with the youth; to understand their aspirations; and to present solutions for their problems,” she says, adding, “This will also bridge the gap between the party and the youth.”

The party has hundreds of social media activists. It is also engaging and mobilising the youth through its youth and student wings. The party also recently held a convention for social media volunteers and activists.

The writer is a member of the staff. He may be reached at vaqargillani@gmail.com and @waqargillani on X, formerly Twitter