Helicopters, influencers and nail art: The money trail of 2026 assembly elections
An analysis of election expenditure filings reveals significant differences in campaign spending between the BJP and Congress across several Indian states. The data highlights how parties prioritize different outreach methods, such as influencer marketing and star campaigner travel, to influence voter outcomes.
Why it matters
Understanding campaign finance transparency is crucial for evaluating the influence of money in democratic processes and election outcomes.
From paying social-media influencers to allocating money for 'nail art', the BJP's expenditure statements reveal the range of campaign activities funded during its bid to win the West Bengal assembly election. A closer look at political parties' filings with the Election Commission of India (ECI) makes for interesting reading, revealing how spending priorities varied according to the political stakes in different states. However, the TVK example is only a humbling reminder that in democracy, greater outreach may lead to greater eyeballs, but it is no guarantee for success.The BJP declared Rs 529.39 crore expense for this year's assembly elections in West Bengal, Assam, Keralam, Tamil Nadu and Puducherry.
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