The Rashtriya Swayamsevak Sangh (RSS), recognized as the ideological pillar of the Bharatiya Janata Party (BJP), demonstrated its organizational mastery during the Maharashtra Assembly elections. Through a low-profile yet impactful campaign, the RSS mobilized its extensive network to bolster the BJP’s prospects, shaping the political narrative and working quietly to influence the electoral landscape.
Strategic Grassroots Mobilization
Unlike traditional political campaigns dominated by loud rallies and media blitzes, the RSS adopted a subtler approach. Thousands of pracharaks (volunteers) fanned out across Maharashtra, reaching even the most remote villages and urban centers. Their strategy focused on direct engagement—door-to-door visits, personal conversations, and small gatherings at shakhas (local units). This method allowed the RSS to connect with voters on a personal level, building trust and subtly advocating for the BJP.
The campaign’s messaging revolved around issues resonating with specific communities, tailoring the narrative to local concerns. In rural areas, volunteers emphasized the BJP government’s initiatives, such as the Pradhan Mantri Awas Yojana and Ujjwala Yojana, presenting them as transformative efforts aligned with the Sangh’s vision of a self-reliant India.
Building Influence Through Key Community Leaders
To amplify its reach, the RSS engaged influential figures like teachers, temple priests, and small business owners. These individuals, often regarded as opinion leaders within their communities, were invited to exclusive discussions and workshops. The RSS encouraged them to propagate the Sangh’s cultural ethos and subtly endorse the BJP. This approach created ripple effects, ensuring the campaign’s message permeated even the most insulated communities.
Special attention was also given to youth outreach. Volunteers highlighted India’s “glorious heritage” and the BJP’s vision for the future, appealing to the aspirations of younger voters. By fostering a sense of national pride and responsibility, the RSS successfully motivated this demographic to participate actively in the elections.
Women-Led Campaigns by Rashtra Sevika Samiti
The RSS’s women’s wing, Rashtra Sevika Samiti, played a pivotal role in constituencies where BJP candidates faced stiff competition. Their late-night campaigns and door-to-door visits focused on mobilizing women voters by emphasizing welfare schemes like the Ladki Bahin initiative, which aimed to improve women’s lives.
A female activist from the Samiti highlighted their strategy: “Our goal was to motivate voters to support the saffron party by showcasing the welfare measures initiated by the current government and explaining why it deserved another term.” Even in constituencies where internal discontent over candidate selection existed, activists set aside their reservations to prioritize the party’s broader electoral goals.
Revamping Booth-Level Management
The RSS’s meticulous planning extended to strengthening the BJP’s booth-level management. Volunteers were tasked with identifying BJP supporters and ensuring their presence at polling stations on election day. The Sangh’s cadre worked tirelessly to address voter grievances, reducing anti-incumbency sentiments and enhancing voter turnout.
Efforts to mobilize voters in urban centers were equally rigorous. For young professionals working in cities like Bengaluru, Hyderabad, and Pune, the RSS arranged transportation, including luxury buses, to enable them to travel to their native constituencies on election day. These arrangements ensured that voters could fulfill their civic duty without compromising their professional commitments.
Coordinated Leadership and Tactical Support
Recognizing the importance of coordinated efforts, the RSS appointed joint general secretary Atul Limaye to oversee its collaboration with the BJP. Limaye worked closely with senior leaders like Union Minister Nitin Gadkari and Deputy Chief Minister Devendra Fadnavis, ensuring seamless integration of BJP and RSS strategies.
Gadkari and Fadnavis led the campaign’s public-facing efforts, addressing over 70 and 65 rallies, respectively, across Maharashtra. Meanwhile, Limaye conducted extensive meetings with RSS activists, BJP leaders, and community representatives, including influential groups like the Marathas, Kunbis, and Malis. This dual approach ensured that the campaign resonated with a diverse electorate.
Tailored Regional Messaging
Maharashtra’s cultural and regional diversity posed a unique challenge, which the RSS addressed by customizing its messaging. In Vidarbha, the narrative centered on agricultural development and farmer welfare, addressing the region’s agrarian concerns. Conversely, urban hubs like Mumbai saw a focus on infrastructure development and job creation, aligning with the priorities of urban voters.
This adaptability underscored the RSS’s ability to navigate complex political terrains and craft region-specific strategies, strengthening the BJP’s appeal across the state.
Mediating BJP’s Alliances
Amid public friction between the BJP and its former ally Shiv Sena, the RSS played a crucial role in mediating tensions and fostering unity among party workers. While the political dynamics of the BJP-Shiv Sena relationship unfolded publicly, the Sangh’s quiet diplomacy ensured smoother coordination at the grassroots level, minimizing disruptions to the campaign.
Sustained Door-to-Door Campaigns
A hallmark of the RSS’s strategy was its emphasis on direct voter outreach. In many constituencies, volunteers conducted multiple rounds of door-to-door campaigns. A voter from Nagpur’s Ram Nagar area recounted visits by two separate teams of RSS activists who distributed campaign materials promoting “dharma” and emphasizing the importance of a high voter turnout.
These personal interactions reinforced the Sangh’s connection with voters and created a sense of shared purpose, effectively mobilizing support for the BJP.
Managing Candidate Selection
For the first time in its history, the RSS played an active role in candidate selection, ensuring that nominees aligned with its broader vision. Former swayamsevak Dilip Deodhar noted that coordination committees were revamped to enhance efficiency, with Limaye taking charge of election efforts. “This is the first time in its 100-year history that the RSS is working tirelessly for its political outfit during an election,” he remarked.
Impact and Outcomes
The silent campaign orchestrated by the RSS had a profound impact on the Maharashtra Assembly elections. While the BJP conducted high-profile rallies and leveraged media coverage, the Sangh’s behind-the-scenes efforts strengthened the party’s grassroots machinery, ensuring a robust voter turnout in key constituencies.
Although the extent of the RSS’s influence remains challenging to quantify, its role in shaping the electoral narrative, mobilizing diverse voter groups, and streamlining campaign logistics was undeniable. The BJP’s performance in the elections highlighted the Sangh’s enduring relevance and its ability to adapt its strategies to contemporary political challenges.
Emerges as the Silent Kingmaker
The Maharashtra elections reaffirmed the RSS’s position as a silent yet powerful force in Indian politics. By focusing on grassroots mobilization, leveraging its extensive network of affiliates, and aligning its cultural agenda with the BJP’s political goals, the Sangh demonstrated its capacity to influence electoral outcomes without overtly stepping into the political spotlight.
As the BJP continues to navigate India’s complex political landscape, the RSS’s strategic involvement underscores its critical role as a kingmaker, shaping not only electoral victories but also the ideological direction of its political affiliate.
