The Dravida Munnetra Kazhagam (DMK) and the All India Trinamool Congress (AITC), both of which emerged victorious in the 2021 State elections, collectively spent over ₹265 crore on their election campaigns, according to the reports submitted to the Election Commission of India (ECI). Among various political parties, the AIADMK allocated the highest percentage of its budget to party propaganda, utilizing 99.5% of its funds exclusively for media and advertisements. In contrast, the DMK and AITC divided their spending evenly between candidate support and party promotion. Notably, the Indian National Congress (INC) implemented a distinctive spending approach for its campaigns across the five states.
In terms of overall expenditure, a chart illustrates the financial outlay of major parties per contested seat in the 2021 elections, highlighting that the AITC and DMK invested over ₹50 lakh for each Assembly constituency.
The AIADMK’s expenditure strategy showed a clear inclination towards media promotion, dedicating 99% of its budget to advertisements. Conversely, the AITC opted for a more diversified strategy, leveraging star campaigners for outreach. The INC’s spending varied, relying on high-profile campaigners in Assam while increasing media expenditures in Kerala.
A comparative analysis of expenditure strategies used by the AIADMK and DMK in their last two Assembly elections reveals a shift; the AIADMK decreased its spending while the DMK’s budget expanded. Although the DMK sustained its promotional approach, it cut back on rally expenses in 2021 due to COVID-19 restrictions, redirecting funds towards publicity materials. Meanwhile, the AIADMK significantly changed its approach, focusing solely on media and advertising compared to its 2016 strategy.
Published – October 10, 2021, 01:12 am IST
