This Article is From Oct 15, 2014

How the BJP Planned its Campaign for Maharashtra

How the BJP Planned its Campaign for Maharashtra

PM Modi addressing an election rally in Baramati (Press Trust of India photo)

New Delhi: 715 rallies, including a blitz of 27 appearances in nine days by star campaigner Prime Minister Narendra Modi, crowned the BJP's campaign strategy in Maharashtra, after it decided to go alone, dumping long-time ally the Shiv Sena.

The solo act in Maharashtra is being seen as Mr Modi's first big gamble since he won the national elections and the BJP has gone for broke.

With the agenda of winning a clear majority in a four-cornered contest for the 288 assembly seats, the party built its campaign around Brand Modi and also pulled out its other top guns.

Every BJP chief minister campaigned in Maharashtra; every lawmaker was deployed in the field. But on the stage at rallies, only those with topmost billing in Maharashtra, including local leaders, were seen.

Party strategists roped in leaders at all levels and handed them area wise responsibility. An accountability chart was drawn up.

Maharashtra was divided into 50 clusters, each comprising five to 10 seats. To lead these clusters the BJP picked leaders with proven skills at spearheading election campaigns like Petroleum Minister Dharmendra Pradhan and Textile Minister Santosh Gangwar from UP.

There were also 280 sub-clusters and MPs, legislators and other party leaders supervised the campaign at that level, gathered and dispatched feedback, identified issues and on Wednesday, when the state votes, are expected to bring voters to the booth.

Union minister Nitin Gadkari, the BJP's most senior Maharashtra face, addressed 104 rallies though he has flatly denied reports that he will be the party's choice for chief minister if the BJP wins a majority. Amit Shah addressed 20 rallies, Home Minister Rajnath Singh addressed 12.

In the last leg of the campaign, either Mr Modi or Mr Shah was in Maharashtra every day to ensure high cadre morale and response.

The party also deployed 86 "digital vans" or mobile campaign vehicles fitted with GPS and large screens that drove to 10 villages each a day to broadcast Mr Modi's messages in rural Maharashtra.

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