The Bharatiya Janata Party (BJP) has strategically unveiled a new campaign slogan for the state of West Bengal, prominently displayed during a lively roadshow led by Prime Minister Narendra Modi from Kolkata’s Shyambazar Five Point Crossing. Termed as “Bangalir Mone Modi” or “Modi Is In the Heart of Bengalis,” this slogan serves as a pivotal element in the BJP’s efforts to forge an emotional connection between PM Modi and the people of Bengal, countering the Trinamool Congress (TMC)’s narrative labelling the BJP and the Prime Minister as “outsiders” to the state.
During the 2021 Assembly elections, TMC Chief Minister Mamata Banerjee consistently portrayed the BJP as a “bahari (outsider) party,” positioning herself as the embodiment of Bengal with the slogan ‘Bangla Nijer Meyeke Chae’ (Bengal Wants Its Own Daughter). In response, the BJP has endeavored to infuse its campaign with Bengali sentiments and symbols, notably increasing the usage of Bengali phrases in PM Modi’s speeches, which has resonated positively with the electorate.
Sukanto Majumdar, the BJP’s state president, highlighted the overwhelming support PM Modi received from Bengali constituents during his numerous public meetings in Bengal, underscoring the resonance of the slogan “Bangalir Mone Modi.” Sukanto Majumdar emphasized, “Modi ji has earned a special place in the hearts of Bengalis,” attributing the slogan’s success to this sentiment.
Political analysts note a discernible increase in the BJP’s embrace of ‘Bangaliana’ (Bengali culture) in its campaign strategy. The adoption of the “Bangalir Mone Modi” slogan represents a significant aspect of this outreach, particularly as the campaign focuses on areas like Kolkata, South 24 Parganas, and North 24 Parganas, which are closely associated with Bengali cultural identity.
The recent roadshow, in support of BJP candidate Tapas Roy, commenced from Shyambazar Five Point Crossing and culminated at Simla Street, historically significant for being the ancestral residence of Swami Vivekananda. PM Modi, atop a lavishly decorated vehicle adorned with saffron hues, flowers, and BJP symbols, waved to the enthusiastic crowd lining the bustling streets. The participation of women supporters, attired in saffron saris, added to the vibrant spectacle of the procession.
In essence, the BJP’s strategic deployment of the “Bangalir Mone Modi” slogan encapsulates its concerted efforts to establish a deeper emotional connection with the people of West Bengal, countering rival narratives and tapping into the cultural fabric of the state in the final phase of the Lok Sabha elections.
