Today, public gatherings lack the fervor of the past, with less heated debates and waning interest in election news. However, election campaigning has evolved. Instead of traditional methods, money is being channeled into digital advertising, reaching people directly on their mobile devices. Unlike the restricted hours of traditional campaigning, digital ads run 24/7, capturing audiences even late at night. This report delves into the strategies and expenditures of parties in the digital age of advertising.
BJP’s Influence in Andhra Pradesh and Odisha:
The CSDS directors note BJP’s support in Andhra Pradesh and Odisha. In Andhra Pradesh, 50% of reserves have been utilized, with 25 tourists present, while in Odisha, 39% of reserves have been spent with 21 tourists. Despite not winning any seats in Andhra Pradesh in 2019, the party secured 8 seats in Odisha.
BJP and Congress Focus on Local and National Issues:
BJP emphasizes local issues through digital platforms, allocating 52% of resources to this, while focusing 48% on national issues. Congress, in contrast, dedicates 86% of resources to national matters. BJP concentrates on party supporters and local members, highlighting Modi’s initiatives. Congress prioritizes its manifesto and national concerns.
BJP’s Advertisement Spending on Different Tiers:
BJP directs a significant portion of its ad expenditure towards campaigns costing less than Rs 10,000, with 80% in Andhra Pradesh, 86% in Odisha, and 55% in other states. For higher budget ads, BJP allocates 4% in Andhra Pradesh and Odisha, and 19% in other states. In contrast, Congress invests more in ads exceeding Rs 50,000.
Focus on Hashtags by Congress and BJP:
Congress emphasizes hashtags like “India honest, fair, young, jobs,” aiming to engage students and stakeholders. BJP concentrates on hashtags such as “BJP,” “Modi,” and “Modi government,” aiming to amplify Modi’s image and credibility, with over 400 hashtags trending.
Video Expenditure Strategy of Congress and BJP:
In digital campaigning, BJP allocates 94% of resources to passport documents, emphasizing authenticity. Their video budget prioritizes education. Congress focuses on reservists’ employment and general employment in videos, highlighting economic concerns.
