A government agency in India invested millions in endorsing BJP election slogans.

The goal of the Central Bureau of Communication is to advance governmental initiatives. Rather than using catchphrases from Modi's party, the agency became the largest Google ad spender prior to the election.As the Indian election campaign got underway in November, a slogan created by the Bharatiya Janata Party (BJP), led by Prime Minister Narendra Modi, began to acquire popularity.The governing party presented "Modi ki guarantee" (also known as "Modi's guarantee") as the widely popular prime minister's personal pledge to Indian voters in an effort to set itself apart from the opposition parties' obviously disorganized coalition. Using that phrase, the BJP started running Google ads in the third week of November.However, at the same time, a another organization began investing millions of rupees in a campaign that had a nearly identical name: "Modi sarkar ki guarantee" (the guarantee of the Modi government).

Throughout the campaign's months-long run of videos, "Modi's guarantee" was frequently mentioned.In one such commercial, which aired on February 23, an actor who plays a young businessman tells a worried father, "Papa, there's Modi's guarantee," as a way to reassure him about his son's career decision. Modi ji has pledged to elevate India to the top among nations with the highest number of unicorn businesses. He states at the end with confidence that "every startup will start in India thanks to Modi's guarantee."These were the only ads that weren't from the BJP. They were a part of a campaign run by the Central Bureau of Communication (CBC), the advertising agency for the Indian government, and were funded by Indian taxpayers. At least one additional campaign mimicked the style and phrasing of the BJP's election slogans, releasing a number of advertisements in March.

The biggest opposition party in the nation, the Indian National Congress, complained to the Election Commission of India (ECI), the constitutional body in charge of conducting the elections, on March 22. The complaint stated that these CBC commercials breached election regulations by misappropriating public funds for the governing party's campaign. The amount of money the CBC spent on government ads that seem to match the BJP's campaign themes has now been made public by an Al Jazeera investigation. Critics claim these ads cast doubt on the ability of non-partisan organizations to maintain impartiality during the election. From November, when it began running regular ads on the internet platform, until March 15, the government's communication agency spent around 387 million rupees ($4.65 million) on Google AdWords.