- Satish Poonia leads BJP's Punjab strategy ahead of 2024 assembly elections
- He uses grassroots tactics and digital tools inspired by the Haryana campaign success
- Poonia has been tasked with putting to rest internal BJP Punjab conflicts
Behind the BJP's closed-door strategy meetings is a political figure from Rajasthan -- Satish Poonia. The low-profile, backroom strategist, known for his amiable style, is in charge of steering the party in Punjab ahead of assembly polls next year.
The party had been holding meetings over Punjab in the national capital. BL Santosh, the party's organisational mainstay, has also planned a two-day tour of the state. The BJP's mega public engagement exercise in the state will kick off on August 28 at the Rakhar Punia Jor Mela in Amritsar. This marks the very first time the party will set up its independent political stage at this historic Sikh religious fair, where Shivraj Singh Chouhan and Naib Singh Saini will address the crowd.
Poonia, on the other hand, is back to his signature style of election management. He is building grassroots poll blueprints, replicating his structured Haryana campaign approach.
The 2024 assembly elections, where Satish Poonia's management for the BJP helped the party secure a successful third term, proved to be the turning point in his career. It catapulted him into the national limelight and established him in the eyes of the BJP as meticulous in micro-management.
His strategy to break down a constituency into smaller, manageable sections paid off during the Haryana assembly polls.
When NDTV asked him about his trade secrets, Poonia said his time in the ABVP helped him shape his skills as an organisation man.
"In Haryana, the BJP fought elections in an orthodox way," said Poonia.
"It was a challenge. There was the Agniveer issue, the Pehlwan Kissan issue, but I used the Lok Sabha elections to understand and observe the state. I realised, despite losing 5 seats in the Lok Sabha, the BJP had led in 44 assembly segments. So, there was hope. When I took over, I realised we had 20,000 booths but only 2,000 WhatsApp groups. So, I got the team from Rajasthan together, and we set up 14000 WhatsApp groups to disseminate information and launch the BJP's narrative. It had a domino effect; those groups mushroomed," he said.
The strategy on the ground worked, establishing Poonia as a man who knows the ground game and focuses on precise electoral targeting and booth strength, which translates into grassroots mobilisation.
Also read: For Punjab Polls, Satish Poonia May Use Haryana Blueprint, Team From Rajasthan
The Challenges In Punjab
Poonia has been tasked as Punjab observer with quelling the growing internal rebellion in the party's state unit. Earlier this month, he was elevated as Punjab in-charge, putting him directly at the centre of the crisis.
The party is battling an open revolt by senior leaders over the functioning of the state leadership. Several leaders have opposed the replacement of six district presidents within just 13 days of their appointment. Poonia, who was part of deliberations when the appointments were made, now faces the task of reconciling rival factions. But the tentative meetings with disgruntled Punjab leaders, scheduled to begin from August 20, are yet to start.
"Punjab is a bigger challenge; we have almost always been in an alliance in Punjab and that too as a junior partner. The party's network needs to be strengthened in the state, and the BJP needs to change the perception that it's largely an urban party with little inroads into the rural hinterland. But in the 2024 Lok Sabha elections, the BJP's vote share has increased, and we will work on that," he said.
Also read: Harbhajan Singh's 'Doosra' Hits Wicket After Cops Confirm Punjab Drugs Video
Poonia is expected to resort to his signature work style. He will deploy local workers' connect and use digital communication for real-time feedback. Teams from Rajasthan, especially from neighbouring Ganganagar and Hanumangarh, have already been activated.
Relatives and family relations across the state will also be used for political outreach.
He is excellent at forging relationships. During the coronavirus pandemic, he would call journalists to ask about their well-being. He is well-known for keeping a birthday calendar across social groups and wishing people on their birthdays.
In every section of society- journalists, lawyers and teachers- Satish Poonia has established close bonds.
He has another skill -- he never aggressively demonstrates personal political ambitions.
Satish Poonia said he never had any personality clashes within the party.
"I have always kept in mind that I am working for the party. I always tried to create an atmosphere of respect. I always maintained as the Rajasthan president -- I will be happy the day I can apply tilak on my chief minister's head," he said.
He, however, has had a tussle with former chief minister Vasundhara Raje in the past. He then lost the assembly elections and lost his post of the party's state unit chief. But he has made a stellar comeback, becoming a Rajya Sabha member and a national general secretary in charge of Punjab.
But for him, Punjab is more than just an organisational assignment. It is a test as the BJP expects him to transform the party from a junior partner in Punjab into a political force.
