As the political climate intensifies during election season, there has been a significant increase in political advertising both online and on traditional media platforms. The budget has skyrocketed, reflecting his consistent 35%-40% growth. This election, like every year, will be more expensive than previous elections. But what has really changed, more than ever before, is the marketing strategies, messaging, and communication tools used.
What initially started on platforms like Twitter (now X) and Facebook has now expanded, with influencers playing a key role. There's also what communications and political experts call “FOMO marketing.”
How FOMO marketing rules political campaigns
The ruling party is in the lead when it comes to marketing efforts for this year's Lok Sabha elections.
“In the 2014 election, the ruling party waged a fierce battle on social media. Their approach has since evolved to prioritize inclusivity. Now in their third election campaign, they are using their FOMO marketing strategy. “The fear of missing out drives participation in major events,” said Anup Sharma, an independent communications consultant who has been planning political campaigns for more than 20 years. We've been around for 10 years and now work closely with a handful of senior political leaders on key messaging and outreach strategies.
Sharma said hoisting of Ram Mandir flags, construction of structures and selection of themes as part of celebrations is being done everywhere, and is common at events such as the Chandrayaan launch and the G20 summit. It is said that it has spread to
“Everyone these days wants to participate in such events in their own small way. Integrating these events, including Ram Mandir and G20, into the campaign for the 2023 Lok Sabha elections. This highlights the thoroughness of their long-term marketing strategy and minimizes the need for last-minute efforts,” said Sharma.
The 2024 elections will be the third wave of digital elections in India. From 2014, when Indian voters held their first “social media” election, to 2019, when more than 15 million digitally active Gen Z voters expressed their right to vote for the first time.
“The 2024 elections are no longer just about digital presence. The key to winning elections is having a strong narrative and a support plan to build awareness,” Sharma added. .
Digitalization significantly increases budgets
In its recent report on advertising spending, GroupM India said that advertising spending will also pick up in the run-up to the general elections in 2024. Digital, particularly retail media and digital expansion in television, is expected to drive growth.
Experts predict a 30% to 40% increase in digital AdEx in the 2024 election.
According to the Google Transparency Report, the Bharatiya Janata Party (BJP) spent Rs 2,760 crore on Google ads in the past month. Meanwhile, from February 2, 2024 to March 2, 2024, the BJP spent 5.63 cores on 329 ads related to social issues, elections and politics, according to the latest figures from Meta Ad Library.
However, these are only disclosed expenses. There is also a significant amount of unspent money, including collaborations, influencer content creation, and various partnerships, which often feature nuanced messaging strategies.
Disclosed digital spending also shows a sharp increase compared to the 2019 general election. Between February 2019 and May 2019, Google and Facebook reported a total political advertising expenditure of around Rs 58 billion. Google published political ads worth Rs 12,276 crore. 29.3 million in four months, Facebook's India advertising library announced a total of 132,419 ads worth Rs 2,928 crore.
Leverage state budget and unused inventory
Experts say the ruling party is leveraging its majority in each state. The Modi government is making efficient use of the national budget and repurposing underutilized assets such as petrol pumps.
“Petrol pumps weren't utilized the way they are now. Just like at airports, people need to use gas pumps without being distracted by their cell phones. Nowadays, almost all gas pumps are OOH. (Inventory outside the home) has state-run advertisements,” said another expert.
High reach mediums will be considered to amplify content such as TV and print, and digital for more specific targeting.
“These mediums are used to distribute content that is relevant to voters. That means they must address the concerns, needs and priorities of voters. States parties also ensure that the content is diverse ensuring that the concerns of the community are represented and addressed. Inclusiveness helps connect with a wider audience. It’s important,” said Deleise Ross, Senior Vice President and Head of Business at MudraMax.
Estimates on OOH, for example, suggest that the medium is expected to grow by 11%-12% this year with election spending of around Rs 40 billion.
The grand inauguration of the Ram Mandir temple in Ayodhya marked a turning point in out-of-home (OOH) advertising. Due to a sudden increase in demand, his OOH rates increased by a whopping 150% in the lead up to the event. Due to this surge, experts predict a significant 15-17x increase in OOH spending across India in the coming years.
“The versatility of the LED van as a mobile platform allows us to emotionally connect with people in public places, making it the preferred option. It is increasingly being used to disseminate public messages for institutions such as election commissions to raise awareness about the process,” said Rajesh Radhakrishnan, co-founder and chief marketing officer, Vritti iMedia. says.
Influencers subtly advance political agendas by interviewing party leaders and creating relevant content to extend party influence, but at a micro-level they have a different parallel agenda. There is an influence system, and WhatsApp is a key tool in this arrangement.
“The WhatsApp network is highly effective for local penetration as it is cost-effective and easy to operate at the district and constituency level. Parties must continue to disseminate their narratives on WhatsApp groups. ,” said Purunendu Chakraborty, director at political consulting firm Portek.
Mr. Chakraborty also mentioned another unique volunteer system, which is made up of both digital and on-ground volunteers working on a daily wage basis and running an ecosystem in parallel with the party.
“These volunteers are engaged in daily social media posts, WhatsApp messaging, voter outreach, etc., and are paid based on their assigned tasks, such as posting and organizing meetings. YS Jagan The Grama Volunteer System started by Mohan Reddy is a prime example of this approach,” he said.
