However, BJP’s recent historic wins in Haryana and Maharashtra reflect a strategic shift in its approach, focusing on local dynamics and effective leadership.
Focus on State Leadership
Moving beyond its reliance on the “Modi wave,” the BJP recalibrated its strategy by emphasizing state leadership and regional issues. PM Modi, who previously spearheaded most campaigns, adopted a more restrained role this time. In Haryana, he conducted four rallies, and in Maharashtra, 10 rallies, while balancing his schedule with a three-country trip during the campaign’s final phase.
In Haryana, the BJP replaced Manohar Lal Khattar with Nayab Saini as CM just months before the elections. Saini’s development-focused governance paid off, leading the party to victory. Similarly, in Maharashtra, the campaign highlighted the Eknath Shinde-led state government’s achievements and welfare schemes.
The RSS-BJP Collaboration
A major shift in BJP’s strategy was mending ties with the Rashtriya Swayamsevak Sangh (RSS), which had strained during the Lok Sabha elections. BJP chief JP Nadda emphasized better coordination, and in Maharashtra, deputy CM Devendra Fadnavis actively sought RSS support.The RSS mobilized small teams of swayamsevaks across the state to engage with local communities. These teams held group discussions on topics like Hindutva, governance, and public welfare without overtly endorsing BJP, subtly shaping public opinion in its favor.Leveraging Hardline Hindutva
BJP brought Uttar Pradesh CM Yogi Adityanath into the campaign, who energized supporters with his fiery rhetoric, including the slogan “Batenge toh katenge.” PM Modi also rallied voters with his call, “Ek hi toh safe hai,” consolidating the party’s core voter base.
Welfare Politics
Taking cues from its Madhya Pradesh win, the Eknath Shinde-led government launched the populist Ladki Bahin Yojana, targeting women voters. The scheme aimed to benefit 2.25 crore women, representing 55% of the total female population.
Mahayuti leaders, including Shinde, Fadnavis, and Ajit Pawar, emphasized that the Maha Vikas Aghadi (MVA) would halt welfare programs if elected. This narrative helped consolidate voter trust in BJP’s development agenda.
In Haryana, Nayab Saini’s brief tenure as CM saw significant welfare measures. These included increasing gram panchayat spending limits from ?5 lakh to ?21 lakh and reforming electricity billing by eliminating minimum charges. Saini also introduced the Pradhan Mantri Surya Ghar Muft Bijli Yojna, providing free rooftop solar installations for economically weaker sections.
BJP’s strategic pivot—from focusing solely on PM Modi’s popularity to leveraging state leadership, welfare initiatives, and RSS support—has delivered impressive results. These wins in Haryana and Maharashtra underline the party’s adaptability in addressing local voter concerns while maintaining its ideological core.
