Lok Sabha Elections 2024: BJP’s Digital Campaigning Strategy Surprises Many

The 2024 Lok Sabha elections seem to be the most subdued in India’s electoral history, contrasting with the colorful campaigns of the ’90s when elections were more vibrant than Holi festivals.

While rallies are still happening, the buzz in the streets and corners is less intense. People seem less interested in election-related news.

However, this doesn’t mean that election campaigning has reduced or that less money is being spent. The focus has shifted to digital advertising, reaching people directly on their mobiles rather than just through loudspeakers and banners.

Previously, there were set hours for campaign activities, but now digital ads run 24/7, reaching those who use mobiles late into the night.

This report delves into the strategies of different parties in the digital advertising era, revealing where, how much, and what they are spending.

Digital Campaigning Breakdown

1. BJP’s Targets: Andhra and Odisha
   • The Bharatiya Janata Party (BJP) has focused on states like Andhra Pradesh and Odisha. In Andhra, 50% of their resources were spent, while 39% was used in Odisha.
   • In Andhra, there are 25 Lok Sabha seats, and in Odisha, there are 21. In 2019, BJP didn’t win any seats in Andhra but secured 8 seats in Odisha.
   • BJP has allied with the Telugu Desam Party (TDP) in Andhra, contesting 6 seats together. In Odisha, BJP is competing alone. They are hopeful of gaining ground in both places.
2. BJP’s Local vs. Congress’s National Focus
   • BJP is emphasizing local issues through its digital campaigns, whereas Congress is focusing more on national issues.
   • BJP has spent 52% of its resources on local issues and 48% on national issues. In contrast, Congress has spent 86% on national issues and only 14% on local issues.
3. BJP’s Advertising Budgets
   • BJP is spending more on ads costing less than ₹10,000. In Andhra, 80% of their resources were spent on such ads, while in Odisha, it was 86%. In other states, it was 55%.
   • For ads costing between ₹10,000 to ₹50,000, BJP spent 16% in Andhra, 10% in Odisha, and 25% in other states.
   • For ads costing over ₹50,000, they spent 4% each in Andhra and Odisha, and 19% in other states.
4. Congress’s Hashtags vs. BJP’s Hashtags
   • Congress is focusing on 4 hashtags, while BJP is focusing on 7.
   • Congress is trending #BharatBharosa, #YouthJustice, #FirstJobGuaranteed, and #YouthLight. They aim to appeal to the youth and unemployed.
   • BJP is focusing on hashtags like #BJPForDevelopment and #ModiFamily. They are also promoting #ModiGovernmentAgain and #400Plus.
5. Media Types and Expenses
   • BJP is spending more on image formats, while Congress is focusing on video formats.
   • BJP has spent 94% on image formats, emphasizing infrastructure and welfare schemes.
   • Congress has spent 100% on video formats, focusing on employment and job security.

This election, parties are harnessing the power of digital campaigning, targeting specific audiences and issues, making it a digital-first election.