Madhya Pradesh has mostly been a Bharatiya Janata Party (BJP)-ruled State since 2003, with the Indian National Congress (INC) forming the government for a brief period between December 2018 to March 2020. As the State goes for elections on November 17 for all 230 assembly seats, social media has become an important platform for campaigning and garnering votes. The purpose of this study by the Lokniti-CSDS is to understand and contrast the kind of posts made in the run-up to the elections by the two major parties and their members.