MAM
Digital warfare: Political parties sink over ₹56cr into ads ahead of crucial Maharashtra civic polls
MUMBAI: As Maharashtra prepares for one of its most high-stakes local elections on 15 January, political parties have shifted their primary battleground from the streets to the smartphone screen. Combined disclosures from Meta’s Ad Library and the Google Ads Transparency Centre reveal that political entities have spent a staggering ₹56–₹57 crore on digital advertising between mid-December 2025 and January 2026.
With polling set for 29 municipal corporations, including the “cash-rich” Brihanmumbai Municipal Corporation (BMC), the surge in digital outlays reflects a strategic shift toward last-mile voter outreach in urban India.
The spending breakdown: BJP’s digital dominance
The ruling Bharatiya Janata Party (BJP) and its allies have emerged as the heavyweights in the digital arena, significantly outspending the opposition Maha Vikas Aghadi (MVA).
• Meta platforms (Facebook & Instagram): The BJP Maharashtra unit accounted for the lion’s share, spending approximately ₹36.15 crore. When including linked pages like “DevGatha” (promoting Deputy CM Devendra Fadnavis) and the official BJP Mumbai page, the total party-linked spend on Meta crossed ₹37.7 crore.
• Google & YouTube: The BJP and its aligned agencies (such as Dreamworth Solutions) spent roughly ₹11.1 crore.
• Opposition outreach: The Shiv Sena (UBT), led by Uddhav Thackeray, utilized a more concentrated approach, spending approximately ₹2.46 crore on Google platforms and maintaining a steady presence on Meta to counter the ruling alliance’s narrative.
Key campaign strategies: AI and video content
Industry experts tracking the 2026 polls note that the nature of political advertising has evolved. This election cycle is characterized by:
• AI-driven micro-targeting: Parties are using sophisticated algorithms to deliver personalized messages to specific demographics—targeting first-time voters in Mumbai, the working class in Thane, and the agrarian-urban mix in Nashik and Pune.
• Short-form video surge: A significant portion of the budget is being funneled into Instagram Reels and YouTube Shorts. “Video delivers higher recall in dense urban markets,” noted a digital consultant.
• Third-party surrogates: A notable trend this year is the rise of “shadow spending,” where third-party agencies and “community” pages run ads that align with party ideologies without using official party handles.
Election logistics: A state at a standstill
The scale of the election has prompted unprecedented administrative measures. Beyond the digital noise, here is how the state is preparing for the 15 January vote:
• Public and market holiday: The Maharashtra government has declared a public holiday tomorrow. In a rare move, the BSE and NSE will also remain shut for trading to allow employees to exercise their franchise.
• Dry days & security: A four-day “dry spell” (liquor ban) is in effect across all 29 corporation areas until the counting concludes on 16 January.
• Voting infrastructure: Over 3.48 crore voters are eligible to vote. In Mumbai alone, 10,231 booths have been set up for its 1.03 crore voters.
Why these polls matter
These elections are being held after a significant delay of nearly 34 months, during which most corporations were run by state-appointed administrators. For the Mahayuti (BJP, Shinde Sena, Ajit Pawar NCP) and the MVA (Congress, UBT Sena, Sharad Pawar NCP), these results are seen as a litmus test for the state leadership ahead of future legislative battles.
With the digital campaign window now officially closed, the fate of the 2,869 seats across Maharashtra now rests with the voters, as counting begins early morning on 16 January.
Brands
Maharashtra panel orders Lodha to refund Rs 5 crore to homebuyers
Consumer court flags unfair practices in long-running property dispute case
MUMBAI: In a sharp rebuke to one of India’s biggest real estate players, the Maharashtra State Consumer Disputes Redressal Commission has directed Macrotech Developers to refund nearly Rs 5 crore to a senior citizen couple, Uttam and Anindita Chatterjee. The ruling, delivered on March 13, 2026, calls out the developer for “deficiency in service” and “unfair trade practices”, bringing closure to a dispute that has stretched over a decade.
The case traces back to 2015, when the couple booked a 3-BHK flat at World Towers in Lower Parel for Rs 12.22 crore, with possession promised within a year. What followed was a series of changes that complicated matters. After deciding to exit the project, they were persuaded to shift to a 4-BHK in another development priced at Rs 8 crore, with delivery scheduled for 2018. However, within months, the price was allegedly increased to Rs 10 crore. After demonetisation reshaped the market, similar flats were reportedly being offered at lower prices, but the couple were not given the benefit.
Despite paying over Rs 2.83 crore, the couple neither received possession nor clarity. Instead, in 2018, the developer unilaterally cancelled the booking, retained part of the amount as earnest money, and argued that the buyers were investors rather than consumers. The commission rejected this claim, observing that casual references to “investment” do not take away consumer rights when the purchase intent is residential.
The bench also held that the developer could not penalise buyers for payment delays while failing to meet its own delivery commitments. It noted the lack of formal documentation for revised terms and termed the prolonged retention of funds without delivering a home as exploitative.
As part of its order, the commission directed the developer to refund Rs 2.83 crore paid by the couple, along with interest at 10 per cent per annum, amounting to around Rs 2.12 crore. In addition, Rs 1 lakh has been awarded for mental agony and Rs 50,000 towards litigation costs, taking the total payout to over Rs 5 crore. The developer has been asked to comply within two months.
For now, the ruling serves as a reminder that in real estate, shifting terms and delayed promises can carry a significant cost.
