Opinion | From Governance To Focusing On Brand Modi: Decoding BJP’s Delhi Election Strategy – News18

Last Updated:January 11, 2025, 10:18 IST

By focusing on governance issues, avoiding divisive narratives, leveraging PM Modi’s leadership, and strategically selecting candidates, the BJP hopes to reclaim power in the national capital

The 2025 Delhi Assembly election is shaping up to be a high-stakes contest, with the Bharatiya Janata Party (BJP) adopting a strategic approach to challenge the Aam Aadmi Party (AAP) and reclaim power in the national capital. The BJP’s game plan is multifaceted, focusing on exposing AAP’s governance failures, avoiding divisive narratives, leveraging Prime Minister Narendra Modi’s leadership, and strategically selecting candidates to maximise their chances of winning key constituencies.

One of the key elements of the BJP’s strategy is a two-phase campaign aimed at highlighting AAP’s shortcomings in sectors such as education, healthcare and infrastructure. By installing posters across Delhi, comparing the governance achievements of BJP-ruled states with those of the AAP government, the BJP aims to emphasise the differences in governance and present a comprehensive plan for Delhi’s future.

Unlike in other states, the BJP is unlikely to emphasise Hindutva politics in its Delhi campaign. Party leaders have been advised against making anti-Muslim statements, a move influenced by the BJP’s recent by-poll victory in Uttar Pradesh’s Muslim-majority Kundarki constituency. This strategic shift aims to appeal to a broader electorate and avoid alienating minority communities in Delhi.

The BJP will also rely heavily on Prime Minister Narendra Modi’s leadership and a collective team approach, rather than projecting a chief ministerial candidate. This decision is aimed at mitigating internal factionalism within the Delhi BJP unit and capitalising on PM Modi’s popularity and credibility.

Additionally, the BJP’s campaign strategy involves targeting AAP’s controversies, such as the Delhi liquor policy scam and the Sheesh Mahal controversy, to undermine AAP’s credibility and portray it as a party plagued by corruption and mismanagement.

The BJP’s game plan for the 2025 Delhi Assembly election is a well-structured and strategic approach aimed at challenging AAP’s decade-long governance while presenting an alternative vision for Delhi’s future. By focusing on governance issues, avoiding divisive narratives, leveraging PM Modi’s leadership, and strategically selecting candidates, the BJP hopes to reclaim power in the national capital and reshape Delhi’s political landscape.

Two-Phase Campaign Strategy

The BJP has launched a two-phase campaign strategy aimed at exposing the governance failures of the AAP over the past decade. The first phase focuses on highlighting AAP’s shortcomings in multiple sectors, such as education, healthcare, and infrastructure. The party plans to install posters across Delhi, comparing the governance achievements of BJP-ruled states with those of the AAP government.

For instance, the BJP will juxtapose the Sabarmati riverfront project in Ahmedabad with the polluted Yamuna river in Delhi to emphasise governance difference. The second phase will detail the BJP’s vision for Delhi, if elected, presenting a comprehensive plan for the capital’s future.

The BJP’s two-phase campaign strategy is designed to systematically dismantle the AAP’s narrative of good governance. By highlighting the stark contrasts between the achievements of BJP-ruled states and the perceived failures of the AAP government, the BJP aims to sway public opinion in its favour. The first phase of the campaign will see a blitz of posters and advertisements across Delhi, showcasing successful projects like the Sabarmati riverfront in Ahmedabad, which will be contrasted with the polluted Yamuna River in Delhi. This visual comparison is intended to drive home the message that the BJP can deliver better governance and development.

In the second phase, the BJP will shift its focus to presenting a comprehensive vision for Delhi’s future. This phase will involve detailed plans and promises for improving infrastructure, healthcare, education, and other critical sectors. By outlining a clear and ambitious roadmap for Delhi, the BJP hopes to convince voters that it is the party best equipped to lead the capital into a new era of development and prosperity.

Avoiding Hindutva Narrative

Unlike in other states, the BJP is unlikely to emphasise Hindutva politics in its Delhi campaign. Party leaders have been advised against making anti-Muslim statements. This strategic shift aims to appeal to a broader electorate and avoid alienating minority communities in Delhi. By focusing on governance and development issues, the BJP hopes to present itself as a more inclusive and progressive alternative to the AAP.

The BJP’s decision to avoid the Hindutva narrative in Delhi is a calculated move to broaden its appeal. The party’s recent success in the Kundarki by-poll, where it won a Muslim-majority seat for the first time in 30 years, has demonstrated the potential benefits of a more inclusive approach. By steering clear of divisive rhetoric, the BJP aims to attract a wider range of voters, including those who may have been alienated by its previous hardline stance.

This strategy is also a response to Delhi’s unique political landscape, where a significant portion of the electorate is composed of minorities and urban voters who prioritise development and governance over religious issues. By focusing on these areas, the BJP seeks to position itself as a party that can deliver tangible improvements in the quality of life for all residents of Delhi, regardless of their religious or ethnic background.

Leveraging Prime Minister Modi’s Leadership

The BJP will rely heavily on Prime Minister Narendra Modi’s leadership and a collective team approach, rather than projecting a chief ministerial candidate. By emphasising PM Modi’s vision of ‘Viksit Bharat’ (Developed India) and its connection to a ‘Viksit Delhi,’ the BJP aims to garner support for its campaign and present a unified front.

Prime Minister Modi’s leadership has been a cornerstone of the BJP’s success across India, and the party is banking on his charisma and proven track record to sway voters in Delhi. PM Modi’s vision of ‘Viksit Bharat’ aligns with the aspirations of many Delhiites who seek a developed and prosperous capital.

Modi’s recent public addresses in Delhi have emphasised the need for a transformative approach to governance, highlighting the BJP’s commitment to development and good governance. He has criticised the AAP government’s performance over the past decade, urging Delhi voters to choose the BJP for a brighter future. The BJP’s strategy of not projecting a chief ministerial candidate allows them to avoid potential conflicts within the party and leverage Modi’s popularity to attract a broader electorate.

The BJP’s campaign also emphasises the concept of a “double-engine government,” where the same party governs both the state and the Centre, ensuring seamless coordination and faster implementation of development projects. This narrative aims to convince voters that a BJP-led government in Delhi, aligned with PM Modi’s administration at the Centre, would be more effective in addressing the city’s challenges and driving its growth.

Targeting AAP’s Controversies

The BJP’s campaign strategy also involves targeting AAP’s controversies. The Delhi liquor policy scam has been a significant point of contention, with allegations of financial irregularities and favouritism towards a liquor cartel. The BJP has seized upon this issue to paint the AAP government as corrupt and inefficient. The scandal has led to the arrest of key AAP figures, including former Deputy Chief Minister Manish Sisodia, further tarnishing the party’s image. By continuously bringing up this controversy, the BJP aims to keep the spotlight on AAP’s alleged corruption and governance failures.

Similarly, the ‘sheesh mahal’ controversy has provided the BJP with ample ammunition to attack the AAP. The allegations of extravagant spending on the renovation of the Chief Minister’s residence have been dubbed the ‘sheesh mahal’ scandal. The BJP has used this issue to question AAP’s commitment to austerity and responsible governance. By emphasising these controversies, the BJP seeks to erode public trust in AAP and position itself as a more transparent and accountable alternative.

The author, a columnist and research scholar, teaches journalism at St. Xavier’s College (autonomous), Kolkata. His handle on X is @sayantan_gh. Views expressed in the above piece are personal and solely those of the author. They do not necessarily reflect News18’s views.