Campaign Budget Estimate (MP4-025)
Total: Rs 65-95 Crore
Digital Campaign
Rs 4-6 Cr
70% of near-term
Rallies & Events
Rs 25-35 Cr
117 constituencies × 3-5 events
Booth-Level Contact
Rs 15-20 Cr
25K booth + 1.25L workers
Media Buy & Ads
Rs 15-25 Cr
Phase 3-4 paid media
Manifesto & Comms
Rs 2-3 Cr
Nyay Patra printing
Surveys & Analytics
Rs 3-5 Cr
3 independent surveys
NRI Outreach
Rs 1-2 Cr
IOC activation
Legal & Rapid Response
Rs 1-2 Cr
Defamation, rapid rebuttal
Note: Congress-internal estimates. AAP spending may be higher given incumbent advantage and Punjab government resources.
MP9 Resources — Budget Allocation & Cost Benchmarks
Budget head % • Constituency tiers • Cost-per-vote • AICC allocation (MP9-003, MP9-014)
Consolidated Budget Allocation (MP9-003)
Media & Advertising
35-40%
Rs 17.5-35 Cr
Transportation & Fleet
20-25%
Rs 12-20 Cr
Staffing & Consultants
8-10%
Rs 4-8 Cr
Events & Rallies
12-15%
Rs 7-12 Cr
Logistics & Infrastructure
5-8%
Rs 3-6 Cr
Legal & Compliance
2-3%
Rs 1.5-3 Cr
Emergency Reserve
10-15%
Rs 7.5-12 Cr
TOTAL
Rs 52-96 Cr
Min to Optimal
Constituency Tier Allocation (MP9-003)
Swing seats with 8,000 vote margin. 60% of discretionary spend allocated here.
Rs 40-50 L per AC
30% of discretionary spend. Targeted outreach.
Rs 25-35 L per AC
10% of discretionary spend. Maintenance mode.
Rs 15-20 L per AC
Cost-Per-Vote Benchmarks (MP9-014)
Congress 2022 Actual
Rs 18.01 L
Per winning MLA (~45% of limit)
AAP 2022 Winning Avg
Rs 17.66 L
Per winning MLA
ECI Spending Limit
Rs 40 L
Per candidate (2022 Punjab)
Competitive Threshold
Rs 20-25 L
Per candidate for viable campaign
AICC Allocation to Punjab (MP9-003)
National Reserve Estimate
Fund Release Tranches (MP9-003)
MP9-004: Peak Staff Structure — 370 Personnel
War room staffing model • Command structure • Consultant roles
Core Leadership
8-10
Campaign Mgr, Finance, Field, Comms, Data, Rapid Response
State HQ Staff
25-35
Digital, Research, Compliance, Logistics
District Coordinators
69-92
23 districts x 3-4 staff (Field, Comms, Data)
Constituency Staff
117-234
117 ACs x 1-2 coordinators (optional per AC)
War Room Command Structure
Strategy Unit
Message planning
Constituency prioritization
Voter segmentation
Data & Analytics Unit
Voter data management
Booth-level reports
Digital metrics, survey inputs
Media & Communication
Press coordination
Narrative control
Social media operations
Field Coordination
Booth workers
Mandal pradhans
Ground-level execution
Rapid Response
Misinformation rebuttal
Opposition attack response
Crisis communication
Legal & Logistics Cell
ECI compliance
EVM management
MCC violation response
Note: Staff costs should not exceed 10% of total campaign budget. Peak 370 includes consultants (Inclusive Minds/I-PAC retainer) and fellowship positions (IIT/IIM recruits).
Transportation & Fleet Management
Vehicle fleet • GOTV logistics • Budget breakdown (MP9-007)
Statewide Fleet Budget
₹130-140 Cr
Total transportation cost statewide
Per Constituency
₹9.93 L
Average cost per AC (3-month campaign)
Vehicle Share
25-35%
Of total campaign expenditure
GOTV Transport
₹75K/AC
Per AC voter transport (15 days)
Vehicle Fleet Composition (Per AC)
Procurement Model
Rental (Primary)
Tata Ace LED: ₹18-30K/month
Lease (Secondary)
Core fleet vehicles, 6-month commitment
Volunteer Vehicles
Fuel + maintenance reimbursement
Key Insight: LED campaign vans account for 40-50% of vehicle budget. GPS tracking mandatory for all candidate-level vehicles.