Maharashtra Elections: Proxy pages become battlegrounds for political parties

Proxy pages, often faceless and untraceable, have become a staple in Maharashtra ’s digital campaign landscape, allowing parties to amplify their messages without overtly associating with the content.

Shudeep Majumdar, Co-founder & CEO of Zefmo, estimates that digital campaign spending in Maharashtra could exceed Rs 100 crore. The state is expected to account for 10–15% of the potential Rs 500-crore national digital campaign budget, with political parties directing a significant portion of their funds towards proxy ads.

Beyond just ads

While political parties can rely on official pages, many are choosing to operate through proxy pages that avoid official affiliation. This tactic has stirred concerns over transparency, as these pages avoid accountability while shaping perceptions.

Anup Sharma, a PR and Strategic Communications Consultant advising senior leaders in Maharashtra and Jharkhand, notes a seismic shift in campaign strategies, emphasising that digital technology has become the “biggest disruptor” in election campaigns. According to Anup, professional campaign managers now leverage sophisticated micro-targeting techniques, using data from platforms like Meta to reach voters based on demographics, interests, and even locations.

“Political parties have always relied on the power of media as it helps build perception, but today (digital) media is not only acting as a medium but is defining the message. With widespread smartphone access and affordable data, reaching voters across India has become relatively easy. A smartphone equipped with cheap data and social media has empowered everyone to become media content creators and also distributors,” says Sharma.

When exchange4media reached out to Meta, their spokesperson didn’t disclose figures on the number of proxy ads removed so far, but the platform insists it is committed to transparency and requires political advertisers to go through a strict authorisation process.