BJP spends crores on Google ads to boost PM Modi, Centre Govt
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In a digital blitz ahead of India's general elections, the Bharatiya Janata Party has emerged as a dominant force in online political advertising, splurging a staggering Rs 29.7 crore within just 30 days, according to a report published in The News Minute.
This unprecedented spending spree on Google's Display Network and Alphabet platforms, including Google Search and YouTube, marks a significant escalation compared to previous years. The BJP's ad expenditure has more than doubled since the 2019 elections, reflecting the growing importance of online campaigning in Indian politics.
According to data from the Google Ads Transparency Centre, the BJP splurged a staggering Rs 29.7 crore within just 30 days, streaming over 12,600 ads predominantly in video format.
This substantial increase in spending highlights the growing prominence of online political advertising in the country, with the BJP having invested a total of Rs 79.16 crore in spreading its messages since 2019, encompassing more than 52,000 ads.
However, amidst this digital onslaught, Google's platforms have raised concerns by removing over 50% of the BJP's video ads for violations of platform policies. Despite this, the BJP's online campaign predominantly targeted voters in north Indian states under the party's rule or its alliance partners, notably excluding Delhi and Punjab, where the Aam Aadmi Party (AAP) holds sway.
Contrastingly, the main opposition party, the Indian National Congress (INC), displayed a significantly lower digital presence during this period, with a expenditure of Rs 2.99 crore and no messaging via Google ads in February 2024.
The BJP's aggressive digital campaign tactics have also sparked debates regarding the regulation of online political advertising, particularly during the "cooling period" outlined by the Election Commission of India (ECI). Despite guidelines prohibiting political messaging during this period, the BJP's ads persisted beyond the stipulated timeframe, raising questions about adherence to electoral regulations.
Moreover, while the BJP allocated substantial resources to target voters in north Indian states, particularly Karnataka, Uttar Pradesh, and Delhi, it notably curtailed spending in south Indian states, with Karnataka topping the list of states where the BJP invested the most in Google ads over the past five years.
Beyond political parties, registered entities such as the Indian Political Action Committee (I-PAC) and Gibbous Films Pvt Ltd have also utilized Google platforms for targeted advertising aimed at influencing voters. I-PAC, in particular, allocated significant resources across nine Indian states, with a focus on Andhra Pradesh, while Gibbous Films Pvt Ltd primarily targeted voters in Chhattisgarh during the 2023 Assembly polls.
Google's ad transparency data reveals that since 2019, the tech giant has generated revenue exceeding Rs 285.56 crore from India, primarily driven by political advertising. However, concerns regarding the removal of a significant portion of BJP's ads for policy violations underscore the challenges of enforcing regulations in the digital advertising landscape.
Despite these controversies, the BJP's formidable digital campaign signifies a shift towards leveraging online platforms to influence voter sentiment in Indian elections, raising pertinent questions about the regulation and transparency of online political advertising in the country.
