Ahead of the high-stakes West Bengal Assembly elections, Prime Minister Narendra Modi has reached out directly to the people of the state with a strongly worded and emotional letter, sharpening the political pitch as campaigning intensifies.

In his message, the Prime Minister invoked the slogan “Joy Maa Kali”, signalling a noticeable shift in the Bharatiya Janata Party’s election messaging in Bengal. Alongside the cultural appeal, Modi flagged concerns over what he described as unchecked infiltration from Bangladesh, calling it a serious issue affecting the state’s security and social balance. He also underlined that ensuring the safety and dignity of women remains one of the BJP’s core priorities.

For years, the BJP’s campaigns in Bengal echoed the chant “Jai Shree Ram”, a slogan closely associated with the party’s political mobilisation in northern and western India. However, in recent weeks, the party has increasingly embraced slogans such as “Joy Maa Kali” and “Joy Maa Durga”, reflecting a strategic effort to connect more deeply with Bengal’s cultural and religious traditions.

This recalibration in tone and symbolism has been clearly visible at BJP rallies and public meetings across the state, where local cultural references are now being foregrounded more prominently than before. Political observers see this as a bid to broaden the party’s appeal among Bengali voters by blending national issues with regional identity.