Varun Gandhi skipped an important meeting of the BJP’s lawmakers called by party president Amit Shah on Monday evening, adding to the buzz around the young member of Parliament ever since his rockstar-style arrival at the party’s two-day convention in Allahabad over the weekend.

Mr Gandhi’s absence at the meeting – where more than 65 of the party’s 71 MPs from Uttar Pradesh were present – was all the more noticeable after reports that the BJP is contemplating action against those who designed a marketing blitz for the lawmaker that seemed to project him as a possible chief ministerial candidate in the state, where elections will be held early next year.

Hundreds of posters featuring Varun Gandhi, a big welcome at the airport, roadshows on the way to the venue for the BJP national executive and his arrival in a cavalcade of two dozen cars did not go down well with the party leadership, who sought to know who was behind it.