A report by the Association for Democratic Reforms (ADR) released on June 20 has revealed that the Biju Janata Dal (BJD) spent a staggering ₹415.21 crore during the 2024 Lok Sabha and Odisha Assembly elections. Despite this massive expenditure, the party failed to retain power in the state, with the Bharatiya Janata Party (BJP) emerging victorious.

BJD Outspent Most Parties but Lost Ground

The ADR analysis, based on Election Commission submissions, placed BJD’s total election spending at the third highest among 32 national and regional parties. The party accounted for 8.29% of the total ₹3,352.81 crore spent across Lok Sabha and Assembly elections in states such as Odisha, Andhra Pradesh, and Arunachal Pradesh.

In Odisha, however, the BJP secured dominance with 78 seats in the state assembly and 20 out of 21 Lok Sabha constituencies, leaving BJD with a mere 51 Assembly seats. Despite BJD’s financial might, it failed to convert expenditure into electoral gains.

Publicity & Digital Strategy: BJD’s Big Bet

BJD’s campaign strategy leaned heavily on publicity and digital outreach. Of the ₹277 crore spent on propaganda, ₹47.14 crore went to media advertisements and ₹83.03 crore was dedicated to online campaigns. This figure far exceeded the BJP’s digital campaign spending of just ₹1.06 crore and Congress’s ₹47.69 crore.

The BJD distributed ₹138.21 crore to its election candidates, disbursing ₹53.83 crore among 147 Assembly and 21 Lok Sabha nominees. Bhadrak MP Manjulata Mandal received ₹66.23 lakh, while party chief Naveen Patnaik received ₹12.22 lakh for Hinjili and ₹21.7 lakh for Kantabanji.

Technology & Youth Outreach: A Failed Counter to Anti-Incumbency

Political commentator R.K. Satapathy noted that BJD’s election strategy focused on youth empowerment and digital outreach to combat growing anti-incumbency. “The party relied on IT tools and social media to energize young voters. But the BJP’s narrative of change was more compelling and effective,” he said.

Despite the tech-savvy campaign, the report highlights that the high expenditure failed to prevent the electoral setback.

Transparency Questions & High-Cost Doubts

BJD’s report to the Election Commission was one of the last submitted and has raised questions about transparency and efficiency in political spending. The total advertising bill across all parties amounted to ₹2,008 crore, with BJD contributing a significant portion.

Analysts and watchdogs question whether the BJD’s enormous digital and promotional spending — particularly on platforms like X (formerly Twitter) — meaningfully influenced voter behavior, as the party ultimately failed to secure a mandate.

Muscle Power & Digital Reach in Indian Elections

The ADR report underscores a growing trend in Indian elections: the rising influence of financial power and digital campaigning. Despite the BJD’s digital push, the BJP’s ground strategy and narrative of governance change ultimately resonated more with voters.

The case of BJD’s costly but unsuccessful campaign highlights an emerging debate in Indian politics — whether money and online visibility are enough to win hearts and votes in the age of electoral scrutiny and anti-incumbency.