BJP’S AD BLITZKRIEG

India Today - - UPFRONT -

Many com­men­ta­tors have de­scribed the BJP as an elec­tion-win­ning ma­chine. And with five state polls un­der way, or about to be­gin, the party is lav­ish­ing money on ad­ver­tis­ing cam­paigns. It was the top ad­ver­tised brand on tele­vi­sion, ahead of the likes of Net­flix, Det­tol Liq­uid Soap and Ama­zon Prime Video in the week end­ing Novem­ber 16, ac­cord­ing to data re­leased by the Broad­cast Au­di­ence Re­search Coun­cil. No other po­lit­i­cal party was in the top 10. While this does not mean the BJP spent more money on ads than any or­gan­i­sa­tion in the coun­try (Hin­dus­tan Lever was the top ad­ver­tiser for that week), it did spend more than any other sin­gle brand. Con­gress leader Man­ish Te­wari, a for­mer in­for­ma­tion and broad­cast­ing min­is­ter, de­scribed it as an ev­i­dence of crony cap­i­tal­ism. While that might be a stretch, it is cer­tainly ev­i­dence that the BJP has vastly more funds at its dis­posal than the Con­gress or any other na­tional party. Over its first term in of­fice, the BJP has re­port­edly spent more than the pre­vi­ous gov­ern­ment, led by Man­mo­han Singh, man­aged across two.

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