With the electoral battle for 2024 heating up, several regional parties like the BJD and Trinamool Congress are going aggressive in publicity drives on social media in their pockets of influence where they are challenging national parties.
In the last one month, political parties have amped up their expenditure on Facebook advertisements to reach out to their constituents in digital India, data from Facebook India has revealed.
PRO-BJD PAGE RACES AHEAD
There are two kinds of advertisements on Facebook — one that encompass everything and the other on politics and social issues. In the 30 days from February 23 to March 23, a pro-Naveen Patnaik Facebook page has been the top second spender on Facebook ads in the political ads section. The first was MyGov India — GoI’s Citizen Engagement Platform.
The page named ‘Ama Odisha, Nabin Odisha’, which is run by the Odisha government, has spent over Rs 1,37,00,000 on Facebook ads in just 30 days. Ranging from advertisements praising Odisha’s health infrastructure to public transport facilities — the page paints a positive image of the Patnaik government, with each ad ending with the chief minister saying: “4.5 crore Odisha residents are my family”.
In contrast, the BJP has spent a little above Rs 1,31,00,000 in the same period with 2,586 advertisements.
TMC SPENDS MORE THAN RaGa
Even West Bengal-based Trinamool Congress has spent more than Congress leader Rahul Gandhi in the given duration. With an expenditure of Rs 36,00,000 in the last 30 days, TMC is at the tenth position.
Mamata Banerjee’s party has published 216 advertisements on Facebook. While doing so, it has left behind Rahul Gandhi whose page is in 12th position when it comes to how much one spends. Rahul Gandhi’s official Facebook page has spent a little above Rs 32,00,000 — Rs 4 lakh less than Trinamool Congress.
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