Rs 1.4 lakh-crore: The cost parties are paying to woo voters in the world's biggest election

The 2024 Lok Sabha elections, regarded by experts as the most expensive democratic exercise in India's history, could witness political parties spending over a staggering Rs 1.35 lakh crore. This election cycle prominently featured the use of social media and other digital platforms as powerful campaign tools. Approximately one-third of the campaign budget was allocated for communication, enabling parties to use these platforms to connect closely with voters and promote their agendas.

In West Bengal, however, candidates appeared reluctant to abandon traditional campaigning methods. Political parties showed a strong preference for combining established mass outreach techniques with modern digital strategies.

Veteran Trinamool Congress leader Saugata Roy, who represents the Dum Dum Lok Sabha seat in West Bengal, highlighted the significance of traditional campaigning methods over digital ones. He values face-to-face interactions, distributing leaflets, and directly engaging with voters.

"I believe in traditional campaigning. People want to see the candidates in the fray. They want to see and talk to the nominees," Roy told PTI.

"Dum Dum is different from other constituencies. Here we are distributing leaflets among voters, visiting the localities. In addition, we have wall graffiti with the party's messages written on them," the septuagenarian leader said.

According to the experienced leader, digital campaigning may be popular elsewhere, but not in Dum Dum.

"Traditional methods of campaigning are very important. All the country's top leaders including the PM are touring across the nation to address rallies," Roy said.

His opponent, CPI(M)'s Sujan Chakraborty, echoed this sentiment, favouring door-to-door campaigns and personal interactions despite the sweltering heat.

Both parties utilised traditional methods, such as songs, poems, and street performances, to communicate their messages.

Despite their ideological differences, both candidates share a similar approach to campaigning.

"I believe in door-to-door campaigns in spite of the hot and sultry weather. I campaign on foot for three to four hours in the morning," he said.

Besides visiting localities, he is making it a point to visit local markets, shops and meeting people personally.

"All the tested and tried formulae of campaigning through songs, poetries, rhymes and street plays are being used to spread the party's message to people," Chakraborty said.

"At times, I am also organising roadshows," he said.

However, some candidates recognise the significance of online campaigning, particularly in reaching out to the youth.

Saira Shah Halim, the CPI(M) candidate for Dakshin Kolkata Lok Sabha seat, highlighted the use of digital technology and AI to engage with first-time voters.

"We are using digital technology to the hilt. We are also using artificial intelligence (AI). The stress on digital campaigning is to reach out to the youth, especially the first time voters," she said.

“A large section of the population, especially first-time voters and people in the age group between 20 and 50 use social media excessively,” she said.

Halim, who was enthusiastic about digital campaigning, believed that traditional methods were equally important and could not be overlooked.

Despite the emphasis on digital campaigns, traditional methods still held significant appeal.

Kalicharan Shaw, West Bengal's media co-incharge for the BJP, highlighted the effectiveness of traditional strategies, such as utilising folk music and engaging with commuters on local trains.

"We have used 'Baul sangeet' while campaigning. Candidates such as Agnimitra Paul, Soumitra Khan and Locket Chatterjee even campaigned in local trains. The stress is more on traditional campaigns," he said.

According to sources within the Trinamool Congress, they are employing a combination of traditional and digital campaign methods.

Overall, political parties agree that a blend of traditional and digital campaigning is crucial. Candidates are actively engaging with voters through various activities, such as sharing meals and playing cricket, while also leveraging social media to amplify their outreach.

While the digital sphere offers new avenues for engagement, the personal touch of traditional campaigning remains essential for connecting with voters.

Srijan Bhattacharya, the CPI(M)'s nominee for the Jadavpur Lok Sabha seat, emphasised the importance of both traditional and digital campaigns. However, he believes that the personal touch is particularly crucial as it holds greater appeal.

"Digital campaigning can be a big supplement but cannot be the stress point if you are reaching out to 18 lakh people. Meetings, processions, meet the candidate and similar programmes help a candidate to connect better with the voters," he said.

Inputs from PTI