Google wins amidst intensifying Lok Sabha Elections 2024 political war

As political tensions escalate in India, Google emerges as a prominent beneficiary, amassing a whopping Rs 135 crore in revenue from political advertisements between January 1 and April 16, 2024, according to Google's Ad Transparency data.

With elections scheduled to commence on April 19 and span seven phases until June 1, parties are intensifying their efforts to sway digitally-connected voters. The ruling Bharatiya Janata Party (BJP) leads the charge, investing Rs 45.1 crore in Google ads, closely followed by the Central Bureau of Communication, with Rs 32.3 crore allocated for promotional campaigns featuring Prime Minister Narendra Modi in various languages.

The Indian National Congress (INC) ranks fourth with a Rs 10.4 crore expenditure, featuring ads showcasing Rahul Gandhi and Kamal Nath. However, several INC ads were removed by Google due to alleged policy violations.

Political consulting firms such as Populus Empowerment Network (PEN) and Indian Political Action Committee (I-PAC) also significantly contribute to Google's revenue. PEN, linked with Tamil Nadu Chief Minister MK Stalin, spent Rs 14.4 crore, while I-PAC, spearheaded by Prashant Kishore, disbursed Rs 7.5 crore.

Additional entities including the Electronics Department of Odisha Government, YSR Congress, and Biju Janata Dal (BJD) are notable advertisers on Google ads, albeit with smaller budgets.

This trend underscores the critical role of tech platforms in election campaigns, offering unprecedented reach and precise targeting capabilities for political messaging. With over 1.17 lakh Google ads in circulation, the bulk of these targeting states like Tamil Nadu, Andhra Pradesh, Uttar Pradesh, Maharashtra, Odisha, and West Bengal, political parties recognize the necessity of online outreach strategies in influencing public opinion and securing electoral success.

As the nation braces for over 97 crore voters to exercise their franchise, the results, slated for June 4, will determine the outcomes of this high-stakes electoral battle.