In the lead-up to the Delhi elections, the Delhi unit of the Bharatiya Janata Party (BJP) has dominated Facebook ad spending with a 628% higher expenditure than both the Congress party and the two wings of the Aam Aadmi Party (AAP) combined in the past week. As the February 5 election draws closer, the BJP has upped its digital campaigns, spending a staggering Rs 83,31,641 in the last seven days alone.
BJP Dominates Facebook Ad Spend
While the AAP ran two accounts and spent a cumulative total of Rs 5,75,399 and Rs 3,05,227 separately on Facebook ads, making the combined total a meagre Rs 8,80,626. On the other hand, Delhi Congress has poured Rs 4,45,475 into its advertisement. In all, the last week’s expenditure for both the major opposition parties was Rs 13,26,101. The BJP’s advertisement expense alone is more than three times these figures and further cements the lead for the party in digital ad strategies.
Sharply Increased Focus on Delhi
Through location-targeted ads, one can see clearly that the focus on Delhi is increasing. Notably, it has gained the most traction this past week on Facebook, at an eye-popping Rs 1,27,01,861 being spent on directed ads to its residents. Compare this with the second-largest spending province, Maharashtra at Rs 18,51,237 in location-based ads.
Social Media Campaign Gaining Popularity
As AI-generated memes and online campaigns are on the rise, the BJP has also been capitalizing on social media trends. The party’s campaign song, “Bahane Nahi Badlav Chahien, Delhi Mein BJP Sarkar Chahiye,” sung by Delhi MP Manoj Tiwari, has further fueled its online push. The catchy anthem, urging for a change in Delhi, has gained significant attention, contributing to the BJP’s digital campaign’s growing influence.
BJP Leads in Facebook Ad Frequency
The BJP has been quite aggressive on Facebook, posting 197 ads in just seven days. This reflects the party’s interest in targeting Delhi voters through targeted social media engagement. The more the election date approaches, the more the BJP is likely to increase its ad output and social media presence, which will create a more competitive environment as all parties step up their campaigns.