KIIFB outspent Kerala BJP on Meta ads, pushed LDF MLA profiles on Facebook and Instagram
Kerala's state-run infrastructure financing body, the Kerala Infrastructure and Investment Fund Board (KIIFB), has emerged as a bigger spender on Meta platforms than the Kerala unit of the BJP – a party known for its formidable digital advertising muscle – transparency data for March 2026 reveals.While the BJP's Kerala wing spent ₹47 lakh on Facebook and Instagram during the month, KIIFB invested ₹64.6 lakh in the same platforms during the same period, outstripping the saffron party on its own turf. The gap widens when viewed over a longer window: between January and March 2026, KIIFB's cumulative Meta spend stood at ₹1.69 crore — on par with the BJP's outlay for March alone in Bengal and Assam. The expenditure by LDF Kerala for the same period was only Rs 14.29 lakh, while the Indian National Congress - Kerala unit- spent Rs 60.71 lakh.Since 2019, KIIFB's total Meta expenditure has crossed ₹1.9 crore, according to Meta ad transparency records.The BJP, however, retains its commanding lead in its 2026 electoral battlegrounds elsewhere. In Assam, the party spent ₹1.9 crore on Meta in March, and in West Bengal, ₹1.5 crore.Partisan push even after announcement of poll datesA granular analysis of KIIFB's Meta ads raises sharper questions than the spending figures alone. The board ran 139 ads on Facebook and Instagram featuring videos of all 98 sitting MLAs belonging to the ruling Left Democratic Front (LDF), promoting KIIFB-funded infrastructure projects in their constituencies — content that functioned, in effect, as pre-election campaign material ahead of the April 2026 Kerala Assembly elections.These ads began airing around March 13. Critically, some remained active until around March 16 — a day after the Election Commission of India announced poll dates and the Model Code of Conduct came into force. Meta's ad library shows that a broader set of 573 KIIFB ads ran in March alone, with a few of them active as late as March 18, well after the code had taken effect.The promotional blitzkrieg by the KIIFB, ahead of the Assembly elections, across media platforms, as reported by TNM's PowerTrip earlier, had raised eyebrows, with the Opposition criticising them for the largesse. Several television channels, including BJP-controlled Janam TV, aired content extolling KIIFB-funded projects – predominantly on YouTube – without the disclaimers typically required for sponsored content. Media executives have defended the practice as standard procedure for both government and private promotions.The Opposition has been more pointed in its criticism. Congress leader Ramesh Chennithala has alleged that KIIFB's pre-election advertising amounts to the misuse of public funds for partisan campaigning, and has said the board's "illegal" spending would be investigated if the United Democratic Front (UDF) comes to power.In 2024, Finance Minister K N Balagopal disclosed in the Assembly that KIIFB had spent ₹115 crore on advertisements across print, television, and digital platforms between the 2017-18 and 2023-24 financial years. In 2020-21, ahead of the 2021 Assembly elections, KIIFB's advertising spend touched ₹44.23 crore, of which ₹35 crore went to visual media.Chief Minister Pinarayi Vijayan had stated that projects worth ₹1,00,000 crore were implemented through the board over a decade. KIIFB functions as the state government's primary off-budget financing vehicle, enabling large-scale infrastructure investment outside the constraints of the annual budget.At TNM, we are committed to election reportage that goes beyond political blame game- stories where fact checks and citizens' rights take centre stage. Power our ad-free, independent journalism by contributing to our election reporting fund
KERALA'S state-run infrastructure financing body, the Kerala Infrastructure and Investment Fund Board (KIIFB), has emerged as a bigger spender on Meta platforms than the Kerala unit of the BJP – a party known for its formidable digital advertising muscle – transparency data for March 2026 reveals.
While the BJP's Kerala wing spent ₹47 lakh on Facebook and Instagram during the month, KIIFB invested ₹64.6 lakh in the same platforms during the same period, outstripping the saffron party on its own turf.
The gap widens when viewed over a longer window: between January and March 2026, KIIFB's cumulative Meta spend stood at ₹1.69 crore — on par with the BJP's outlay for March alone in Bengal and Assam. The expenditure by LDF Kerala for the same period was only Rs 14.29 lakh, while the Indian National Congress - Kerala unit- spent Rs 60.71 lakh.
Since 2019, KIIFB's total Meta expenditure has crossed ₹1.9 crore, according to Meta ad transparency records.
The BJP, however, retains its commanding lead in its 2026 electoral battlegrounds elsewhere. In Assam, the party spent ₹1.9 crore on Meta in March, and in West Bengal, ₹1.5 crore.
Partisan push even after announcement of poll dates
A granular analysis of KIIFB's Meta ads raises sharper questions than the spending figures alone. The board ran 139 ads on Facebook and Instagram featuring videos of all 98 sitting MLAs belonging to the ruling Left Democratic Front (LDF), promoting KIIFB-funded infrastructure projects in their constituencies — content that functioned, in effect, as pre-election campaign material ahead of the April 2026 Kerala Assembly elections.
These ads began airing around March 13. Critically, some remained active until around March 16 — a day after the Election Commission of India announced poll dates and the Model Code of Conduct came into force.
Meta's ad library shows that a broader set of 573 KIIFB ads ran in March alone, with a few of them active as late as March 18, well after the code had taken effect.
The promotional blitzkrieg by the KIIFB, ahead of the Assembly elections, across media platforms, as reported by TNM's PowerTrip earlier, had raised eyebrows, with the Opposition criticising them for the largesse.
Several television channels, including BJP-controlled Janam TV, aired content extolling KIIFB-funded projects – predominantly on YouTube – without the disclaimers typically required for sponsored content.
Media executives have defended the practice as standard procedure for both government and private promotions.
The Opposition has been more pointed in its criticism. Congress leader Ramesh Chennithala has alleged that KIIFB's pre-election advertising amounts to the misuse of public funds for partisan campaigning, and has said the board's "illegal" spending would be investigated if the United Democratic Front (UDF) comes to power.
In 2024, Finance Minister K N Balagopal disclosed in the Assembly that KIIFB had spent ₹115 crore on advertisements across print, television, and digital platforms between the 2017-18 and 2023-24 financial years.
In 2020-21, ahead of the 2021 Assembly elections, KIIFB's advertising spend touched ₹44.23 crore, of which ₹35 crore went to visual media.
Chief Minister Pinarayi Vijayan had stated that projects worth ₹1,00,000 crore were implemented through the board over a decade.
KIIFB functions as the state government's primary off-budget financing vehicle, enabling large-scale infrastructure investment outside the constraints of the annual budget.
