Maha polls: BJP leading digital ad spending on Meta, Google

As the Maharashtra Assembly polls approach, political parties are doubling down on digital platforms to woo voters. Leading the charge, the Bharatiya Janata Party (BJP) has splurged record amounts on Google and Meta, leaving its competitors in the dust.

In just the past week, BJP ranked as the top advertiser on Google, pouring in Rs 3.59 crore and rolling out over 8,627 ads. On Meta, the party's Maharashtra chapter shelled out an additional Rs 8.61 lakh to boost its presence on Facebook and Instagram. Meanwhile, the Indian National Congress (INC) trailed, spending Rs 22.73 lakh on Google with 118 ads and Rs 2.45 lakh on Meta.

While other parties like the Nationalist Congress Party (NCP) are also vying for visibility, their ad spend is comparatively modest. The NCP allocated Rs 4.86 lakh to Meta, and the faction led by Sharad Pawar added Rs 2.99 lakh to its digital campaign. Yet, in the race to capture the screens of tech-savvy voters, the BJP’s investment has clearly set it apart.

Beyond ads: The rise of podcast politics

Recognizing the power of personal storytelling, Maharashtra’s political figures are moving beyond conventional ads to podcasts, targeting younger, digitally savvy voters. This move to smaller screens and more intimate formats mirrors the party's efforts to "speak the voters’ language."

In a notable example, Eknath Shinde appeared on Ranveer Allahbadia’s popular BeerBiceps podcast two months ago, discussing Maharashtra’s development and infrastructure goals. The episode resonated, amassing 2 million views and 67,000 likes. Shinde's efforts to reach a new demographic go beyond mere publicity—they offer a rare glimpse into the roadmap he envisions for the state.

The shift to podcasting is no accident, political influencers like Anurag Thakur, Rahul Gandhi are banking on the platform's ability to foster relatable, unscripted conversations. Similarly, Raj Thackeray has tapped into YouTube's smaller screens, adding a personal touch to his outreach and bringing politics closer to home this polls. This isn’t a first for these leaders—during the Lok Sabha elections, Shinde, Piyush Goyal, and S Jaishankar appeared on Curly Tales and TRS to reach a vast voter pool.

Traditional media: The old guard fights on

While digital is winning attention, traditional media is far from obsolete in Maharashtra’s election narrative. Television ad slots saw a staggering 145% increase in October from the previous month. Congress claimed a majority of this space, with 58% of political ad time, while BJP held 19%.

Print media, however, showed a slight decline, with a 12% drop in ad volumes. Despite this, the BJP maintained visibility, claiming 47% of print ad space. Meanwhile, radio saw a 9% dip, yet BJP led with over 50% of airtime, followed by Congress with 27%.

A new tune in political advertising

It’s clear that Maharashtra’s parties are leaving no stone unturned to attract the digital generation. Whether it’s BJP’s financial muscle on Meta and Google or Shinde’s podcast appearances, parties are crafting campaigns that blend traditional influence with digital savvy.

With just days until November 20, the question remains: can these digital and traditional campaigns hit the right notes with Maharashtra’s electorate, or will the real winners be the ones who adapt best to the changing landscape?