NEW DELHI , Feb 2026 : In the swirling tapestry of Indian politics, few threads are as vibrant – and as contentious – as the narratives woven around cultural symbols. Prime Minister Narendra Modi’s recent embrace of “Joy Maa Kali” in his campaign for the West Bengal assembly election represents a significant pivot in the messaging of the BJP.
This shift not only marks a departure from the earlier “Jai Shri Ram” mantra – an emblem largely resonant with northern and western states – but also encapsulates a broader strategy to displace the “outsider” tag that has long shadowed the BJP in Bengal.
The invocation of Maa Kali and Maa Durga resonates deeply within Bengal’s psyche. These deities, intrinsic to the region’s cultural fabric, embody strength and resilience, acting as fortresses against adversity.
PM Modi’s choice of language, delivered in letters to Bengal voters, underscores an earnest attempt to embed the BJP within the local socio-cultural ethos, fostering a sense of belonging among voters who may have previously viewed the party through the lens of alienation.
Rekha Gupta, BJP leader and Delhi Chief Minister, further elaborated on this cultural alignment in her address to the Mahila Morcha in Kolkata. By urging women to “invoke the power of Durga within yourselves,” Gupta not only contextualised the party’s approach to women’s empowerment but also tapped into the deeply rooted significance of the goddesses in the fight against societal ills.
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