Indias ruling party, the Bharatiya Janata Party (BJP), has made history by becoming the first political entity in the country to surpass Rs 100 crore in advertising expenditure on Google and its subsidiary YouTube. This is amongst major milestone, that underscores the growing influence of digital campaigning in Indias political landscape.BJP dominates digital advertisementsAccording to data from Googles Ads Transparency report, the BJPs investment in digital campaigns has soared past Rs 101 crore, matching the combined spending of rival parties such as the Congress, Dravida Munnetra Kazhagam (DMK), and the Indian Political Action Committee (IPAC) since May 2018.Googles definition of political advertisements encompasses a wide range of content, including ads from news organizations, government bodies, and those featuring actor-politicians. Out of the total Rs 390 crore spent on political ads, BJPs share constitutes approximately 26%, with over 161,000 ads published during the specified period.Regional focus of BJPs campaignsThe BJPs digital ad strategy has been strategically targeted towards key states, with significant investments in Karnataka, Uttar Pradesh, Rajasthan, and Delhi. Karnataka emerged as the primary focus, with Rs 10.8 crore allocated for advertising, followed closely by Uttar Pradesh, Rajasthan, and Delhi.Oppositions digital presenceWhile the Congress ranks second in digital ad spending with Rs 45 crore, its expenditure pales in comparison to the BJPs massive campaign budget. Other notable spenders include Tamil Nadus DMK and Andhra Pradeshs YSR Congress, with substantial investments in online advertising.Congress leads in second phaseDuring the recent phase of campaigning for the Lok Sabha elections, Congress surged ahead in ad spending on Google, closely followed by the BJP and Andhra Pradeshs YSR Congress. This highlights the dynamic nature of digital campaigning, with parties vying for attention and influence online.What does it mean The BJPs achievement of crossing the Rs 100 crore mark in digital ad spending reflects the partys commitment to leveraging technology for political outreach. As digital platforms continue to play a pivotal role in shaping public opinion, the significance of online advertising in political discourse cannot be overstated.
