New Delhi (Agencies): Rajya Sabha MP and BJP party vice-president Kalraj Mishra has been appointed as the head of the election campaign committee for Uttar Pradesh where polls are due in May next year.

Mishra, who has earlier held the post of BJP UP chief, is also a prominent Brahmin face of the party in the state.

Party sources said his appointment is also aimed at sending a message to the Brahmins of Uttar Pradesh, who had moved from BJP to BSP when Mayawati launched her Dalit-Brahmin social engineering programme. This, along with a sizable chunk of Muslim votes, had helped her win a majority in the 2007 polls.

BJP aims to win back the upper caste votes in the state. Former party president Rajnath Singh has also become active in the state after his tenure got over last year. He is trying to woo the Thakurs to the party.

Mishra's appointment was necessitated by the "lukewarm" response from the party cadre in Uttar Pradesh to present state unit chief Surya Pratap Shahi, sources said.

While the latter will continue in office, Mishra is likely to run the show in Uttar Pradesh during the crucial assembly elections in 2012.

Gadkari also appointed Rakesh Kumar as General Secretary (Organisation) for Uttar Pradesh. Nagendra Nath has been appointed to the same post in Bihar.

Four new national media co-convenors were also appointed today by the BJP president.

K K Sharma, who was formerly on the editorial board of BJP mouthpiece Kamal Sandesh, has been appointed a co-convenor along with Hans Bhalla, Rajiv Issar and Shilp Kumar.