Away from big rallies, Rahul Gandhi has hyperlocalised his campaign strategy for Kerala

Congress is trying to use Rahul Gandhi's popularity in the southern states by planning localised interactions instead of massive rallies

As polls approach for Tamil Nadu and Kerala, the Congress is moving away from the conventional campaigning methods of rallies and roadshows. It has instead shifted its focus to local-level interactions.

"Instead of asking people to come to meet Rahul Gandhi, he is going to them," a senior party member told Hindustan Times. The Congress is focusing on discussions, targeted group meets or experience-based activities to campaign in the state.

Read | NYAY will be tested in Kerala if Congress-led UDF is voted to power: Rahul Gandhi

Senior Congress leaders told the publication that the party has put in play a campaign to use to the fullest Rahul Gandhi's popularity in Kerala.

Rahul Gandhi was recently seen at St Theresa School in Kochi, teaching Aikido, Japanese martial art, to students. These pictures were widely liked and shared. The former Congress president conducted a meeting on Tuesday on a street corner in Kottayam. He also held similar meetings Pala, Ponkunnam and Manarkadu.

Gandhi took to this campaign early on, as he was seen dancing with students of St Joseph school in Kanyakumari's Mulagumudu. He interacted with students and even did a push-ups challenge with a student.

He even went for a dive with some fishermen in Kerala and helped a village cook mushroom Biryani.

Watch | Rahul Gandhi swims with fishermen in Kerala

The party believes that such interactions are creating a buzz among the people and helping Congress reach the people directly.

"90% of Gandhi’s campaign will revolve around small, roadside meetings, interactions with sub-local groups and students and roadshows. Large public rallies would be limited because we want to create images and moments which can go viral on social media. His speech might get lost in translation, but the images will remain for a long time," another Chennai-based strategist told HT.

Read | Rahul Gandhi's 'Kalaan biryani' video goes viral

The southern states of Tamil Nadu, Kerala and union territory Puducherry are a top priority for Congress as the party lost power in all three due to internal issues.