MUMBAI: Results in Maharashtra civic body clearly show that the BJP’s or to be specific, CM Devendra Fadnavis’ performance in the state in past two-and-a-half years have struck a cord with the people. Fadnavis’ persona, party organisation and its campaign paved way for its unprecedented success. About a month ago, when campaigning started, most were suspicious about the campaign strategy. But, it worked well.
In the first phase of campaign, they created an awareness about the real issues. The next phase of the campaign projected their ideology. Words such as transparency, development, growth and tag lines showing the commitment worked wonders. Social media played an important role in the campaign. A mobile application was launched to facilitate direct dialogue with the face of the campaign—the CM—was a big success.
The campaign very aggressive on the other hand. It used TV, newspapers, radio, hoardings, pamphlets, folders, tweets, e-mails. Fadnavis himself addressed 65 rallies in the state.
But, more than the magnanimity of the campaign, the strategy and the planning was important. A dedicated team identified the real issues bothering the people. Based on their feedback several decisions were made by various departments of the state government. Events such as inauguration of mega projects at the hands of PM Narendra Modi were synchronised with the local issues. The state’s performance was also showcased at the events.
Ministers were given charge of various functional as well as geographical areas. The concept of poll-booth level organisation was implemented meticulously probably for the first time in the party’s history. As a result the middle class voters were also casting their vote.
“Persona of Fadnavis multiplied the effect of things that were conceived at various levels of the campaign. His composure, restrained response, ability to stay focused gave an edge to the campaign,” said Madhav Bhandari, party’s chief spokesperson of the state unit.