The Kerala Pradesh Congress Committee (KPCC) has decided to revamp its digital media cell after the Beedis and Bihar gaffe stirred controversy and invited criticism from both political opponents and the public. The party admitted that its digital wing, INC@Kerala, failed to exercise due caution and political judgment while commenting on the Centre’s decision to remove beedis from the list of ‘sin goods.’
The satirical post, which linked Beedis and Bihar, quickly triggered backlash. Critics argued that the remark was insensitive and risked alienating voters at a crucial time when the Congress is trying to strengthen its ground presence. The controversy came just as Rahul Gandhi wrapped up his 16-day Voter Adhikar Yatra in Bihar, which focused on alleged voter list fraud.
KPCC president Sunny Joseph acknowledged the mistake and clarified that the post did not reflect the party’s official stance. He admitted that the episode diverted attention from real political issues and damaged the campaign’s momentum. Joseph assured that corrective measures would follow, stressing that digital platforms must act responsibly and remain aligned with party strategy.
The revamp of INC@Kerala will involve new guidelines, tighter editorial checks, and accountability systems to prevent such blunders in the future. Congress leaders emphasized that political satire must not cross ethical lines or undermine ongoing campaigns.
Observers say the incident highlights the growing influence of digital media in shaping political narratives. A single misstep can snowball into a controversy, especially when elections are near. By restructuring its media cell, the Kerala Congress hopes to rebuild credibility, maintain discipline, and focus on critical issues such as voter rights, governance, and accountability.
The Beedis and Bihar gaffe serves as a reminder that in today’s political landscape, communication strategy is as important as ground-level campaigning.
