Clicking for Change: The Role of Online Marketing in India's Political Future

This study looks at how online marketing has changed political narratives, voter behaviour and election results in India. India, which has more than 820 million internet users, has developed into a hub for online political campaigning. The Bharatiya Janata Party (BJP) emerged as a leader in utilising online platforms during the 2014 and 2019 general elections, which marked important turning points in the integration of digital strategy. This study explores the methods and instruments used, evaluates how they affect democratic processes, and talks about moral dilemmas and legal issues. The study makes the point that internet marketing is not just a supporting element but a major driver of the changing political scene in India by examining case studies and new trends. Key Words: Clicking, Online Marketing, Political Future