Project overview
Jan Suraaj contested the Bihar elections with one of the largest digital campaign operations in the state. The digital campaign ran for seven months across Meta, Google, YouTube and programmatic advertising.
The scale was the defining feature: a campaign budget of over ₹42 crore across seven months, executed as a coordinated multi-platform operation rather than a set of isolated ad accounts.
The challenge
A political campaign compresses what brands do over years into months. Reach has to be built fast, across an entire state, in multiple languages and demographics — while the news cycle shifts daily.
Attention alone is not enough. The campaign also needed measurable engagement: video views, leads and direct conversations with voters at a scale where manual follow-up is impossible.
Strategic approach
Coordinate channel strategy, campaign operations and measurement across platforms so reach, video and conversation campaigns reinforce each other instead of competing for budget.
Put video at the centre of the media plan, with reach and video-view campaigns building awareness while lead generation and WhatsApp acquisition converted attention into direct contact.
Run structured media planning, audience strategy, optimisation and reporting cycles so decisions kept pace with the campaign.
Role and responsibilities
- Paid media execution across Meta, Google, YouTube and programmatic advertising.
- Reach and video-view campaigns, lead generation and WhatsApp acquisition.
- Media planning, audience strategy, campaign optimisation and reporting.
Results and business impact
These are historical campaign-level outcomes for the seven-month Bihar campaign — not individual or lifetime totals.
Key learnings
- At election scale, media planning and reporting cadence matter as much as creative — the campaign that measures fastest, adapts fastest.
- WhatsApp is one of the most direct voter-contact channels in Indian political campaigns when acquisition is built into the media plan.
- Scale exposes every weakness in tracking and operations; both have to be built before the budget arrives.