The BJP has became the largest party in Maharashtradefying the odds and demonstrating a meticulous and multifaceted campaign strategy. The historic victory highlights the party’s ability to recalibrate its approach after setbacks in the 2024 Lok Sabha elections, reaffirming its dominance in one of India’s most politically important states.

The BJP-led Mahayuti alliance triumphed in the Maharashtra assembly elections on Saturday, securing a thumping majority with 230 seats out of 288. Meanwhile, the Congress-led party Maha Vikas Aghadi’s dreams of regaining power were dashedthe opposition coalition was only able to gather 46 seats.

Maharashtra’s importance as one of India’s most politically diverse states demanded a multi-pronged approach. The BJP campaign combined political alliances, social awareness, organizational infrastructure and issue-based approach to ensure its success.

1. STRATEGIC ALLIANCES

• Shiv Sena Split (2019): The seeds of this triumph were sown in 2019, when the Shiv Sena split following its decision to ally with the Congress and the NCP. The BJP took advantage of this split to present itself as a stable and decisive alternative, gaining ground among disgruntled Shiv Sena cadres and skeptical voters.
• Regional alliances: Forming partnerships with smaller parties, such as the Republican Party of India (RPI), has allowed the BJP to maintain a strong position among various social groups, particularly among Dalits, OBCs and Marathas.

2. HINDUTVA AND CASTE UNITY

The BJP’s Hindutva message played a central role. The slogan “Batenge toh katenge” (divided, we fall), coined by Uttar Pradesh Chief Minister Yogi Adityanath, became a rallying cry, later reinforced by Prime Minister Narendra Modi. “ek hain toh safe hain” (the unit ensures safety).

This strategy aimed to address caste-based divisions that had damaged the BJP’s prospects in the Lok Sabha elections. By emphasizing unity within the Hindu community, the BJP has created a cohesive voter base. The Hindutva narrative, including the party’s commitment to the Ram Mandir, cow protection and cultural nationalism, resonated strongly in rural and semi-urban areas.

3. CONSOLIDATION OF MARATHA AND OBC VOTERS

• Maratha Reservations: Despite challenges posed by figures like Manoj Jarange Patil, a prominent leader of the Maratha reservation movement, the BJP managed to garner Maratha support. The party’s support for Maratha reservation policies contrasted with the Congress-NCP (SP) government’s past struggles, reinforcing its image as proactive and reactive.
• OBC Awareness: The BJP’s concerted efforts to connect with OBC communities included targeted campaigns, leadership representation and region-specific initiatives, effectively weakening the Congress-NCP’s (SP) traditional voter base.

4. FOCUS ON DEVELOPMENT AND GOVERNANCE

As the financial capital of India, Maharashtra’s development aspirations were in focus. BJP leaders, including Eknath Shinde, Devendra Fadnavis and Ajit Pawar, have emphasized infrastructure development, job creation and improved public services.

The Mahayuti coalition promised rapid economic growth, and all alliance leaders pledged to prioritize Maharashtra’s development on the national and global stage.

5. Empower women voters

The Ladki Bahin Yojana, a flagship initiative, played a transformative role in cementing the BJP’s appeal among women voters, a demographic increasingly critical to the party’s success.

Main features of the program:

• Educational assistance: Financial support for girls’ education, especially in rural and tribal areas, aimed at reducing financial burdens.
• Marriage assistance: Monetary assistance for wedding expenses targeting economically weaker families.
• Skills development: Vocational training and entrepreneurship opportunities for women were introduced to strengthen their financial independence.

6. THE MODI FACTOR

Prime Minister Narendra Modi’s popularity remained the cornerstone of the campaign. Touted as a decisive and stable leader, Prime Minister Modi’s presence united urban and semi-urban voters. The BJP has also leveraged social media to circumvent traditional narratives, effectively setting the agenda and thwarting opposition attacks.

7. ANTI-CORRUPTION NARRATIVE

The BJP has consistently highlighted the Congress-NCP alliance’s record of corruption and ineffectiveness, particularly targeting urban voters seeking transparent governance. This narrative, coupled with the BJP’s image of stability, has significantly influenced public opinion.

8. BASIC ORGANIZATION AND RSS SUPPORT

The party’s microleadership, led by Amit Shah, played a crucial role. Small group meetings and grassroots strategies ensured coherent action despite potential tensions within the Mahayuti coalition.

The Rashtriya Swayamsevak Sangh (RSS) also played an active role, organizing over three million meetings to build awareness of the BJP. This reconciliation after the debacle in the Lok Sabha proved decisive in energizing the grassroots cadres.

9. TAILOR-MADE COMMUNITY AWARENESS

The BJP has targeted specific communities with gatherings of leaders from similar backgrounds. For example, Bengali leaders campaigned in Bengali-majority areas and Yadav leaders addressed Yadav-majority areas. This personalized approach strengthened the party’s ties with diverse groups of voters.

10. MANAGEMENT OF THE INTERNAL GIRL

Balancing leaders like Devendra Fadnavis, Ajit Pawar and Eknath Shinde was no easy feat. However, senior BJP leaders ensured that personal ambitions took a back seat, focusing only on winning Maharashtra.