The Assam government, led by Chief Minister Himanta Biswa Sarma, has been spending BIG on advertising. According to information revealed in the state assembly, the government has allocated a staggering Rs 372.33 crore for print, electronic, and outdoor media ads in the past four financial years, starting from 2021-22.
This figure is a significant increase from the previous government, led by Sarbananda Sonowal, which spent a mere Rs 125.6 crore in the five fiscals from 2016-17.
The figures, provided by Information and Public Relations Minister Pijush Hazarika, show that the current government’s ad spend has been steadily increasing every year. In the 2020-21 fiscal, the then opposition government spent a mere Rs 30.24 crore, which jumped to Rs 72.83 crore in the subsequent year after Sarma took charge. The current government has seen a consistent upward trend, with ad spend rising to Rs 78.85 crore in 2022-23 and Rs 160.92 crore in 2023-24.
However, the current fiscal, 2024-25, has seen a dip in ad spend, with Rs 59.72 crore being utilized for various advertisements so far. It is worth noting that the government has dedicated a significant portion of this amount to the advertisement of its flagship initiatives, such as the shelter home for the transgender community, which was announced by Sarma recently.
Hazarika provided the break-up figures in response to a query from Congress MLA Abdul Batin Khandakar.
Meanwhile, in a separate reply to Independent MLA Akhil Gogoi, the minister revealed that the Sonowal government had spent a modest Rs 18.58 crore on advertisements in the 2015-16 fiscal, the last year of the previous Tarun Gogoi regime. This amount, however, increased to Rs 26.88 crore the following year.
With the increasing trend of digitalization and the growing importance of social media in the ever-evolving media landscape, it is crucial for governments to be precise and transparent about their ad spend.
The Assam government’s recent spending spree has raised questions about the purpose and effectiveness of these advertisements. As the state heads into the upcoming polls, this information will undoubtedly be scrutinized by the public, politicians, and media outlets alike.
