A study by CSDS-Lokniti analyzed 150 campaign songs and 52 print advertisements released by the Congress and BJP in preparation for the 2024 Lok Sabha elections. BJP songs focused on pride and patriotism, highlighting India’s relations with China and Pakistan, while Congress songs criticized the government’s policies and called for accountability. BJP songs had a strong religious connotation, with nearly 72% mentioning religious themes, while only 10% of Congress songs did. BJP songs focused more on Prime Minister Narendra Modi, while Congress songs emphasized the party. The study also found that the BJP invested more in digital media, spending over ₹17 crore on Google ads, compared to the Congress’s ₹13 crore. The Congress’s print ads highlighted issues but lacked a clear vision, while BJP’s ads focused on achievements and used statistics to support claims.