Just days before the municipal elections, Maharashtra Deputy Chief Minister Ajit Pawar’s campaign machinery found itself under unexpected scrutiny after Pune Crime Branch officials visited the office of DesignBoxed, the political consultancy run by his adviser, Naresh Arora.
Arora has been a key figure behind Ajit Pawar’s recent political makeover. From the softer tone of his speeches to the pink-themed branding of party banners and jackets, much of the campaign’s visual and communication strategy has been shaped by DesignBoxed.
The agency also played a central role in promoting the ‘Ladki Bahin Yojana’ and managing the party’s social media push ahead of the civic polls.
According to senior police sources, the Crime Branch acted on a verbal complaint alleging the distribution of money. Officers visited the DesignBoxed office to verify the claim but did not find anything objectionable. As the complaint was not in writing and no irregularities were detected during the visit, no formal action was taken.
Ajit Pawar on X wrote, “Some Crime Branch officers visited the Pune office of our campaign partner DesignBoxed to seek information. Full cooperation was extended and no irregularity or objectionable material was found. The NCP stands firmly with Naresh Arora and his team. We respect the law and urge everyone not to spread rumours, facts must speak for themselves.” He said.
NCP leader and spokesperson Suraj Chavan questioned whether the Crime Branch even has the authority to act on such complaints. He suggested that the move appeared to be an attempt to intimidate and disrupt the party’s election campaign. “If anyone thinks they can stop the NCP with pressure tactics, the people will give them a fitting reply at the ballot box,” he said, adding that the party draws its strength from public support and will continue moving forward despite any obstacles.
Chavan also remarked that it was unclear what kind of pressure was being attempted by targeting a social media and campaign management agency, but added that the growing political rivalry between the NCP and the BJP in Pune was becoming increasingly visible.
Naresh Arora is the co-founder and managing director of DesignBoxed, a well-known election campaign and political communications firm. Founded in 2011, the company specialises in digital marketing, voter outreach, data analysis and campaign strategy. Over the years, Arora has worked on major campaigns for the Congress in states such as Karnataka, Rajasthan and Punjab, earning a reputation as a seasoned political strategist.
In Maharashtra, he has been closely associated with Ajit Pawar’s NCP faction, handling social media and campaign planning in the run-up to the 2024 and 2026 elections.
