In Frame: Mamata Banerjee (Image: Swarajya)
New Delhi: After West Bengal’s ruling Trinamool Congress (TMC), the opposition Bharatiya Janata Party (BJP) too has begun recalibrating its strategy for the upcoming Assembly elections that are likely to take place around mid-May to June next year.
Sources suggest that having reflected on the lessons from its previous defeat, the BJP is preparing to enter the fray with a more measured, calculated, and systematic approach. This time, the party has resolved to steer clear of personal remarks against Chief Minister Mamata Banerjee and instead focus on highlighting what it calls the failures of the TMC government, corruption scandals, and the worsening law and order situation in the state.
In the last Assembly elections, the BJP’s campaign narrative had largely revolved around Mamata Banerjee herself. During that period, several senior party leaders, including top BJP leaders made sharp personal comments about the TMC supremo—a strategy that did not resonate well with Bengal’s voters. According to political observers, such personal attacks, especially directed at a woman Chief Minister proved counterproductive, generating a wave of sympathy for her. This shift in sentiments ultimately bolstered her image and significantly contributed to the Trinamool Congress’s sweeping victory.
Determined not to repeat the same mistake, the BJP has instructed its leaders to refrain from any personal criticism of Mamata Banerjee. Instead, the party will build its campaign narrative around what it terms the “governance failures” of the TMC administration—focusing on corruption, administrative lapses, and the crumbling law and order machinery across Bengal.
Among these, corruption will be placed at the centre of the BJP’s electoral strategy. The BJP is planning an extensive and high-pitch campaign targeting TMC ministers and leaders who have either been accused of corruption or are currently facing judicial proceedings or imprisonment. The party also intends to draw attention to recent incidents such as the R.G. Kar Hospital rape and murder case, and other cases of sexual assault to emphasise on women’s safety concerns and underline what it claims is the TMC government’s failure to maintain law and order.
Sources reveal that the BJP’s renewed strategy will prioritise Kolkata and South 24 Parganas—two strongholds of the TMC and home to many senior leaders of the ruling party. The BJP aims to deepen its grassroots reach in these areas by strengthening its local organization and expanding its presence through consistent community engagement. Unlike the 2021 elections, when the party relied heavily on defectors and newcomers, this time the BJP plans to depend largely on its long-serving, loyal cadres and dedicated grassroots workers. The leadership intends to reconnect with those who have remained steadfast through challenging times, ensuring that loyalty and credibility become the foundation of its campaign.
Taking cues from its experience in the Delhi Assembly elections, the BJP has decided that both ticket allocation and campaign planning will be driven by feedback from ground-level units. Local inputs will guide decision-making to foster better coordination and improve public outreach. To further consolidate its organizational strength, the party will activate its network at every polling booth across Bengal, making booth-level management the central pillar of its campaign operations.
Furthermore, the BJP’s strategy will involve a pragmatic shift away from Muslim-majority constituencies, where the party has traditionally faced stiff resistance. Rather than directly contesting the TMC’s dominance in these areas, the BJP intends to create a wave of discontent and anti-incumbency sentiment against the ruling party. This campaign will begin in TMC strongholds and gradually spread statewide, with a major escalation expected after the Bihar elections conclude.
To establish a stronger emotional resonance with Bengal’s electorate, the BJP will prominently feature the state’s cultural heritage, traditions, and linguistic pride throughout its campaign. The party will also promote the concept of a “double-engine government,” emphasizing the benefits of having BJP-led administrations both at the Centre and in the state. This message, according to party strategists, will focus particularly on welfare schemes for women and youth, aiming to strike both emotional and aspirational chords while challenging the TMC’s dominance.
A political analyst closely observing the evolving scenario in West Bengal told The Sunday Guardian that BJP strategists are consciously crafting an issue-based, non-confrontational campaign this time. “The party has deliberately chosen to stay away from personal attacks and combative rhetoric. Its objective is to challenge Mamata Banerjee and her administration on issues like corruption, misgovernance, and the breakdown of law and order,” the analyst said. He added that as the campaign season draws closer, the BJP’s new approach marks a decisive shift from personality-driven politics to issue-centric engagement—an effort aimed at reclaiming lost political ground in one of India’s most complex and politically charged states.
