Celebrity-Driven Political Parties and Political Advertising in India

Key Points

• This study examines the role of celebrities in shaping political dynamics in India, focusing on their influence through parties and advertising.
• Conducted a qualitative analysis of political parties formed by celebrities (e.g., MGR, NTR, Vijay)
• Investigated modern advertising strategies from posters to AI campaigns
• Analyzed voter turnout data and economic spending on political advertising by major parties.
• Celebrity-driven parties energize youth voter turnout while risking shallow governance
• BJP's estimated 2024 advertising spend reached ₹1,494 crore, demonstrating substantial investment in celebrity endorsements
• Found a correlation between celebrity influence and policy neglect in governance.

Abstract