The 2014 Indian elections have changed the way that elections are fought in the world’s largest democracy. Industry experts estimate that Indian political parties spent more than 100 million dollars in digital marketing campaigns.
Almost every political party was on the popular social media networks – some had 24 /7 dedicated social media teams and others had armies of volunteers – reaching out to voters, trying to influence or trying to attack the opposition. The Bharitiya Janata Party (BJP) was probably the most vocal on social media networks and they had a seemingly unlimited budget. The Aam Aadmi Party (AAP) was a close contender, with it’s armies of fanatically loyal volunteers. The Congress party, which is the current ruling party, failed to capitalize on digital media, and at best the campaigns were clumsy and the message came out confused
Political parties and politicians are not new to digital marketing. Some of them have proven themselves to be savvy marketers. Now that the 2014 Indian elections is over, those that have been sitting on the sidelines till now, have been forced to acknowledge the power of digital marketing.
BJP, the political party which used digital marketing most effectively, is expected to win the 2014 elections – the results are due on the 16th of May. How much of a role did digital marketing have to play in making this victory happen? This is a question for the experts to debate. But one thing is for certain – digital marketing has captivated the minds of Indian political parties and the Indian public.