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The 2024 General Election campaign of the Bharatiya Janata Party (BJP) provides a clear illustration of integrated media planning and media selection in a large-scale political communication effort. The campaign was designed around a centralized narrative focused on leadership, governance continuity, and national development, while media planning ensured that this narrative reached diverse voter segments across regions, age groups, and socio-economic categories through a coordinated mix of traditional and digital platforms. From a media planning perspective, the campaign began with clear communication objectives such as high visibility, message reinforcement, and voter mobilization. Audience segmentation played a crucial role, with voters classified by geography, language, age, and digital access. This _____ ________ __________ ________ ____ ___ ____.
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