As India is in the midst of another wave of democratic enthusiasm, the battleground extends far beyond the traditional arenas of political rallies, policy debates and voting booths. It now infiltrates the digital sphere, permeates the streets, and even infiltrates our living rooms. 

Manifest embarks on a journey into the intricate realm of election advertising campaigns, dissecting their strategies, impact, and ethical implications.

As the multi-stage election narrative unfolds, each political entity strives to captivate the attention of voters, flaunting their achievements, making solemn pledges, and fervently competing for victory. 

Ramesh Narayan, founder, Canco Advertising, aptly labels the current political ad landscape as a “great dance of democracy.” 

And absolutely, it’s a grand display of democracy in action! According to reports, the total spending on the election this year is in the range of INR 13,000  to 14,000 crore. 

A Dentsu report stated that 2023 saw political advertising spends increase by 62% compared to 2022. Different reports have had different projections, but we’re certain that the first quarter of this year would have grown immensely.

Narayan highlights the evident financial advantage typically enjoyed by the ruling party, the Bharatiya Janata Party (BJP), reflected in their substantial advertising expenditures. Notably, the ruling party and the Indian National Congress (INC) have high-profile campaigns, as they look to dominate the political arena.

Shifts in ways of reaching out to the voters

In the ever-evolving realm of political campaigns, significant shifts are observable. The BJP and the INC have notably embraced the integration of influencers and content creators into their communication strategies. 

Collaborations with prominent social media channels, influencers such as Curly Tales, and events like the National Creators Award have emerged as pivotal strategies in their campaign arsenals.

With over 800 million internet users, India boasts of the world’s largest adoption rates for Instagram and YouTube. Therefore, engaging top influencers to promote political parties is a no-brainer.

Whether characterised as subtle endorsements or strategic alliances, these partnerships have effectively thrust the party and its agenda into the limelight, fostering heightened public recognition and engagement.   

(As per media reports)

According to Hunch, campaigns which consisted of ad films dominated the spending landscape, accounting for 74.9% of the budget, while static ads comprised 25%.

Among the BJP films, ‘dulha kaun hai’ (who is the groom), conceptualised by Varahe Analytics stood out. It featured comical lookalikes of opposition leaders and mocked the I.N.D.I.A alliance. 

The INC’s campaigns like ‘haath badlenge halaat’ (the hand will change the situation), ‘Bharat Jodo Yatra’, along with its 'BJP washing machine’ film, captured viewers’ attention and engagement.

From social media blitzes to traditional canvassing, every tactic is scrutinised to answer the overarching question: Can election campaigns be won by advertising campaigns? 

Traditional media's enduring influence

While social media caters to younger demographics, classic advertising strategies maintain appeal to a broader audience and foster regional connections.

This is why as political parties ramped up media campaign spending ahead of the polls, a staggering INR 400 crore was reportedly allocated to out-of-home (OOH) media, as per an India Today report. 

Haresh Nayak, founder and CEO, Connect Network, emphasised the continued significance of OOH campaigns. "OOH's physical presence enhances brand recall and emotional resonance, particularly in local contexts," he said.

Nayak added, "Door-to-door canvassing fosters direct, personalised engagement, building trust and understanding. These strategies offer tangible touchpoints in an increasingly virtual world, connecting politicians and constituents, shaping perceptions, and influencing voting behaviours."  

He stressed the need for it in rural India. "In rural India, traditional OOH media remains powerful due to limited digital access, leveraging billboards, wall paintings, and posters to reach diverse demographics and reinforce local identities. OOH media serves as a tangible bridge between political parties and the electorate in rural areas, where interpersonal connections are pivotal," noted Nayak.

Information and Broadcasting Minister Anurag Thakur said the Central Bureau of Communication (CBC) had stated late last year that the BJP had spent INR 967.46 crore through the Central Bureau of Communication for publicity of its schemes in the print media from 2019-20 to 2023-24.

Digital campaigns and influencer marketing

In the contemporary era, social media has transformed our interaction with news, offering immediacy, accessibility, personalisation, and an extensive reach. 

Meta and Google estimates reveal INR 102.7 crore spent on political ads between December 2023 and March 2024. BJP allocated over INR 37 crore, which was more than 300 times of what the Indian National Congress spent (INR 12.2 lakh). Andhra Pradesh's YSR Congress Party was second on the list with an expenditure of INR 4 crore. According to a report by India Today, Aam Aadmi Party had registered as an advertiser on Google but did not advertise on it, while it was not registered on Meta.

Political parties have also capitalised on the broad reach of social media influencers to effectively communicate their political messages. However, ethical considerations should remain paramount as parties navigate this challenging terrain.

Abhijit Avasthi, founder, Sideways Consulting, highlighted that all political parties, not just the ruling party, are actively engaging with influencers that are aligned with their viewpoints, as there is fierce competition in the political ad market. 

"In today's political landscape, parties are akin to brands, utilising all available assets to vie for public attention and support. The competition in the political market is fierce, with each brand striving to capture the spotlight and resonate with the masses. Utilising influencers and supporters strategically is key to maintaining relevance and influence,” Avasthi stated. 

He noted that this approach mirrors conventional advertising and marketing strategies. 

“Political parties utilise national-level mass media platforms to disseminate tailored messages to diverse audiences. With the emergence of digital platforms, parties can address micro-issues relevant to specific demographics, like youth, farmers, and residents of various states. This approach facilitates more effective communication and engagement,” added Avasthi.

Siddhartha Singh, managing partner and chief operating officer, Infectious Advertising, spotlighted how the BJP is increasingly utilising social media, particularly to reach a younger demographic. 

Singh stated, "The National Creators Award this year was a manifestation of just this shrewd understanding of adhering to a younger cohort. Today the party’s narratives on social channels have moved away from the forced, scripted formats of yore and have begun to appear more organic and genuine." 

Vistasp Hodiwala, co-founder and chief creative officer, Underdog, and co-founder, Centrick, echoes Singh's comments on BJP's use of social media. He hinted that it has contributed to the party's prolonged stay in power. 

Hodiwala explained, "If there was no social media, the BJP would have probably gone out of power long ago. No party across the world has been more alert to the use and outright misuse of social media than the BJP. The courting of celebrities and influencers is just one of the many strategies (if we can even call it that) in their armoury. The National Creators Award where the Prime Minister himself recognises social media content creators through his presence, in what's very obviously a hugely contested and polarised online space, is, well, more of the same. As for the propriety of it, if a government awards programme is allowed to happen this close to the general elections, a comment on ethics is best left unsaid."

Josy Paul, chairperson and chief creative officer, BBDO India, stressed the need for regulatory frameworks to uphold ethical conduct and content. He expressed, "Influencers are in huge demand for this election cycle. They are being actively pursued by most political parties to target the online population of India. These social media influencers serve as both entertainers and political commentators. This rising popularity will require regulatory frameworks that can serve as a guide for influencers to ensure ethical conduct and content." 

Narayan suggests that caution should be taken when it comes to digital. “There is a widespread proliferation of AI-generated memes in this digital age. Hence, caution should be taken by political parties about the rapid spread of deep fake videos on digital platforms," he asserted. 

The delicate dance of opposition targeting and societal concerns

A report by The Hindu finds that in a study of 150 YouTube songs and an analysis of 11 newspapers (six English, five Hindi), the INC adopts an attack strategy, while the BJP capitalises on Prime Minister Narendra Modi's persona for credibility and outreach. 

Balancing targeting the opposition and addressing societal concerns is a key challenge in election campaigning. Meme marketing and roasting have become prominent in pre-election campaigns for many political parties. 

Singh is of the belief that ‘subtlety’ is key to ace influencer-political partnerships. 

He explained, “From an ethical standpoint, while some may argue that subtle plugs blur the lines between genuine content and sponsored promotion if done transparently and responsibly, it can be an effective means of communication.” 

Reflecting on the evolving landscape, Hodiwala noted the absence of a universal formula for success. 

“In the age of social media, there is no 'one' campaign we can speak of either. The official political campaign which has to go through the Election Commission's approval process can be very different from the unofficial channels all parties employ for a share of the voter's mind. These campaigns may not come out of party headquarters but they are inevitably a lot more effective because they are more potent in their emotive appeal. Since nobody is monitoring these officially, they can risk being deeply communal, defamatory, or even entirely reliant on fake messaging,” Hodiwala shared.

Decoding political branding

Paul underscored the personal aspect of political campaigns, emphasising how leaders' alignment with their party's beliefs resonates with voters. 

"In any political campaign, the personal aspect is crucial. People follow people, as much as they align with a party. Voters are seeing the leaders stand firmly behind their party’s beliefs - through social media interactions, public appearances and campaign messaging. Their impact is widely visible and creates major buzz," remarked Paul. 

Concerning brand favourability among GenZ, Prime Minister Narendra Modi commands a significant 61.8% brand favourability, according to a report by Hunch, with a formidable 65.9% considering him the most potent candidate. In stark contrast, Rahul Gandhi trails far behind with a mere 18.9% support. 

As for women in politics, Hunch reported that Smriti Irani secures 32.3% when it comes to brand favourability, while Mamta Banerjee is second on the list with brand favourability of 26.2%. 

Delving into the leadership personas, Avasthi said, "Each leader embodies distinct qualities that resonate with different segments of the electorate." 

"Narendra Modi is portrayed as a strong, dedicated leader tirelessly working for the nation's betterment. Rahul Gandhi is seen as a resilient fighter, continuously making his case despite facing challenges. Arvind Kejriwal is perceived as a champion of the people, unafraid to challenge the status quo and fight against adversity,"  added Avasthi.

Singh characterises the leaders: Narendra Modi as representing righteousness, Rahul Gandhi as the underdog, and Arvind Kejriwal as anti-establishment. 

Reflecting on the dynamics of brand image in politics, Hodiwala observed, "In a polarised world such as ours, every leader has two images; one that the supporters lap up, and another that his or her detractors project. Voter perception is a factor in which one of these images is more dominant and overpowering. Understanding these nuanced perceptions is essential for crafting effective campaign strategies."

Recalling political campaigns of yore

Reflecting on the historical tapestry of political campaigns, industry insiders reminisce about BJP's impactful endeavours in 2014, a time when the party's ad spending surged, outstripping its competitors. 

According to Election Commission data, during the 2014 elections, BJP's expenditure of INR 714.28 crores dwarfed Congress' by a substantial INR 200 crores. 

However, as Hodiwala noted, BJP's 'India Shining' campaign from 2004 serves as a stark reminder of the delicate balance between rhetoric and ground realities, a lesson perhaps more relevant in today's social media-driven environment.

Nayak underscored the strategic prowess displayed by BJP's out-of-home campaigns, particularly the engaging "chai pe charcha" (discussion over tea), which fostered intimate voter connections. 

Meanwhile, Paul reflected on the dynamic nature of campaign strategies, highlighting the resonance of slogans like "Ache Din Aane Waale Hain" (good days are coming) and "Congress Ka Haath, Aam Aadmi Ke Saath" (the hand of the Congress is with the common man) in shaping electoral outcomes. 

Drawing from historical precedents, Narayan emphasised the potency of promises, citing examples like 'Garibi Hatao' (remove poverty) and 'Ab Ki Baar Modi Sarkar' (this time it’s Modi’s government). 

Yet, as Avasthi observes, success hinges on authenticity and alignment with public sentiment, exemplified by the resonant optimism of 'Ab Ki Baar Modi Sarkar' versus the overblown rhetoric of 'Ab Ki Baar Char Sau Paar' (this time we will cross four hundred).

As campaigns continue to evolve, Singh encapsulated the essence: "Both opposition targeting and societal concerns have their place. In 2014, it was against an individual, but today, it's about the broader Hindutva sentiment!" 

Coming to our overarching query: Can campaigns wield significant influence on election outcomes? As detailed by industry experts, amidst India's ongoing elections, parties employ diverse strategies across traditional and digital platforms to sway voters. Ethical considerations, especially in social media, are crucial. 

Thus, the power of advertising campaigns to determine election outcomes lies not only in their reach and impact but also in their alignment with the aspirations and sentiments of the voting populace.

(This feature first appeared in the May edition of Manifest. Buy your copy here.)