A fresh political controversy has erupted in Maharashtra after a large-scale advertising campaign projected Chief Minister Devendra Fadnavis as “Devabhau,” sidelining his coalition partners, Deputy Chief Ministers Eknath Shinde and Ajit Pawar.

Full-page newspaper ads and massive hoardings across Mumbai, highlighting Fadnavis offering flowers to Chhatrapati Shivaji Maharaj and performing Ganesh puja on Anant Chaturdashi, carried the tagline “Devabhau” without mentioning his Mahayuti allies.

The campaign has raised questions about unity in the ruling alliance and sparked speculation of an internal power struggle. The timing is significant, coming just after the Maratha reservation protests in Mumbai, where Fadnavis appeared politically isolated as Shinde and Pawar kept their distance.

While the source of funding remains unclear, opposition leaders allege the publicity drive involved huge sums. Shiv Sena (UBT) MP Sanjay Raut criticized the campaign, alleging that ₹40–50 crore was spent in a single day, and accused the BJP of exploiting Shivaji Maharaj’s image for political gain.

He also questioned the funding, hinting at black money usage, and slammed the extravagance at a time when Maharashtra is grappling with farmer suicides and floods.

Adding intrigue, NCP (Sharad Pawar faction) leader Rohit Pawar claimed the ads were not sponsored by the BJP but by a minister from an allied party, suggesting they were released without Fadnavis’s knowledge. He demanded answers on the source of the crores allegedly spent.

Deputy CM Eknath Shinde, however, downplayed the controversy, insisting there was no rivalry in the Mahayuti. He maintained that both he and Fadnavis were working together for development and welfare, dismissing talk of competition for credit.

Despite such assurances, the “Devabhau” campaign has fueled speculation about simmering tensions and one-upmanship within the coalition government, making it a fresh flashpoint in Maharashtra politics.