The Uttar Pradesh unit of Bharatiya Janata Party will soon start a campaign to identify beneficiaries of government schemes who will act as ‘brand managers’ of the government and the party at the village level.

A senior BJP leader told ‘The Pioneer’ here on Friday that the party leadership has asked the leaders to identify the beneficiaries of government schemes and use them as brand managers of the party.

“There are over five crore beneficiaries of welfare schemes like Pradhan Mantri Awas Yojana both rural and urban, Saubhagya Yojana, Ujjwala Yojana and sundry schemes like meritorious scholarships and even community marriage schemes. The party needs to tap them,” the senior leader said.

He clarified that this campaign would start after the membership drive launched by Prime Minister Narendra Modi in Varanasi on July 6.

This campaign can be seen as BJP’s beginning for the preparation of Assembly elections in 2022. The agenda of the party is very clear — to make the beneficiaries feel proud. They will be involved in all celebrations like Holi, Diwali and national festivals like Independence Day and Republic Day. During Diwali, earthen diyas will be lighted at the doorsteps of the beneficiaries and during national festivals, they will be given important position during the function.

Another aspect of the BJP campaign will be identification of eligible beneficiaries who, despite meeting all eligibility criteria, are not getting benefit of any government scheme. These families will be linked to BJP’s Jana Samadhan Yojana and ensured that the benefit of government schemes reach them.

The aim of the BJP is to ensure that the poor people get benefits of the welfare schemes and it is not limited to a handful of people.

“All eligible persons should get the benefit of government schemes,” the leader said.