But even given these concerns, opposition parties are using the same influencer system to reach voters in what they say is a difficult environment.

"The mainstream media has been taken over by the BJP," alleges Supriya Srinate, who heads social media for the Congress party.

"Our funds have been frozen; we have no money to advertise," she adds, referring to action taken by India's tax department weeks before the elections. Congress leaders have accused the government of political vendetta, but the government has denied the allegation and said that the federal department was doing its job independently.

Influencers, Ms Srinate argues, are a good way to reach voters as a result of these alleged hurdles, explaining the Congress has been working with "volunteers" who believe in the party's ideology and want to share its work on social media.

Ankit Lal, former political advisor of the opposition Aam Aadmi Party (AAP), agrees that influencers have helped democratise the publicity landscape.

Akash Banerjee, a former journalist who runs the YouTube channel, The DeshBhakt, argues that influencers are also able to push boundaries more than the traditional media can.

He cites the video 'Is India becoming a dictatorship?' - made by popular content creator Dhruv Rathee, who is based in Germany - which takes on the government directly, and has been viewed about 24 million times on YouTube so far. The government hasn't reacted to the video yet.

"After the video, the term 'dictatorship' has popped up more in conversations, and this is something that has never happened before," Mr Banerjee says.

"Our job as influencers may not be to open the window and check if it's really raining, but we owe it to the nation to take a look outside the window and let people know if dark clouds are approaching and that they can do something about it by voting."