The 2024 general election is well underway, and two phases of voting have already concluded in this Lok Sabha election spread over seven phases. Two of the biggest national parties in the country, the Bharatiya Janata Party (BJP) and the Indian National Congress (INC), are not leaving any stone unturned to reach out to the voters before they cast their votes. But their campaigning and canvassing for votes shows a marked difference, in an election that is being fought as much on the ground as in the digital realm.
Both the leading parties have adopted vastly different approaches on a granular level in how they woo voters on social media and other digital channels. This is borne out by an analysis of the ad spend data released by Meta (which runs social media platforms like Facebook and Instagram), and Alphabet-owned Google (which operates YouTube and Google search).
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