So, here’s the latest from the world of Indian politics and advertising shenanigans. The Central Bureau of Communication (CBC), which is supposed to promote government plans, decided to moonlight as the marketing wing for Prime Minister Narendra Modi’s Bharatiya Janata Party (BJP). How? By becoming the top spender on Google ads just before the elections.
Picture this: It's November, the election campaign season is just warming up. The BJP rolls out a catchy slogan, “Modi ki guarantee” (Modi’s guarantee), positioning it as the personal promise of the super popular PM Modi. The idea was to show the BJP as a solid choice compared to the mixed bag of opposition parties.
Just when you thought things couldn’t get more interesting, another campaign pops up: “Modi sarkar ki guarantee” (Modi government’s guarantee). Spot the difference? Yeah, us neither. These ads were pumping out millions of rupees and featured videos that, surprise surprise, also talked about “Modi’s guarantee.”
One ad on February 23 had a young entrepreneur telling his worried dad, “Don’t sweat it, Dad. Modi’s got this. He’s promised to make India the next big hub for unicorn startups.” By the end of the ad, he’s all confident, saying thanks to Modi, every startup will be born in India. Because if Modi says so, it must be true, right?
Over 113 days, the CBC was India’s biggest spender on political ads on Google, outpacing even the BJP, which splurged 314 million rupees (about $3.7 million). To put this into perspective, CBC’s spending was 41% more than what the main opposition party, Congress, spent over nearly six years. Congress must be thinking, “We should have invested in Google ads!”
So, what’s the takeaway here? The CBC seems to be working overtime, not just promoting government plans but also giving a major boost to Modi’s campaign slogans. It’s like they’re the ultimate hype squad for the PM.
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