The process of the world’s largest electorate electing their representatives in the Lok Sabha elections is extensive. Over 43 days, the longest period ever after first parliamentary elections of 1951-52, as the election took place, digital platforms emerged as the new battleground for political campaigns.
With the National Democratic Alliance (NDA) forming the government, despite no single party achieving an outright majority, and Congress seeing a significant increase in its vote and seat share; which parties led this race, and which invested the most in these platforms this election ?
Notably, the focus on online ads by political parties in their campaigns via Google Ads and Meta surpassed previous records. Although there is a cap on individual candidate election expenses, no such limit exists for party expenditures.