Inside BJP’s Digital Strategy: Memes, AI Images and Videos for Assam Elections

The 2026 Assam Assembly election unfolded as a highly digitalized political contest, with campaigning extending far beyond rallies, roadshows, and television debates into smartphones and social media platforms. Facebook pages, Instagram reels, WhatsApp groups, and anonymous online networks emerged as influential spaces shaping political narratives and voter perceptions across the state.

Over the course of the election cycle, coordinated digital campaigning became increasingly prominent, with online content circulating widely across platforms. Short-form videos, memes, edited visuals, AI-generated imagery, influencer-driven posts, and coordinated comment activity contributed to a steady stream of political messaging that reached large sections of the electorate in real time.

A significant portion of this online narrative, as described in campaign discourse, focused on framing opposition Congress leaders in relation to identity politics. Content frequently linked the party’s political positioning to minority voter blocs, particularly Bengali-origin Muslim communities often referred to in Assam’s political discourse as “Miya.” This messaging was repeatedly amplified across various digital channels over an extended period.

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Congress leader Gaurav Gogoi also became a central figure in the online narrative ecosystem. Digital content circulated across platforms questioned his political positioning and amplified allegations and counter-narratives involving foreign influence and minority-centric politics. These materials included selectively edited clips, viral memes, and AI-generated visuals that were widely shared in political circles online.

At the same time, broader issues such as illegal immigration, border security, and demographic change remained dominant themes in digital campaigning. Content circulated by various political communicators and online actors frequently portrayed these issues as central to Assam’s political identity, while contrasting competing party positions on governance and security concerns. Public statements by Chief Minister Himanta Biswa Sarma also reinforced sharp political messaging that resonated across both offline and online spaces.

By election day, analysts and observers noted that digital campaigning had become a defining feature of the political landscape, influencing narrative formation alongside traditional campaign methods. The election highlighted a broader shift in Assam’s political communication, where online platforms, algorithm-driven content distribution, and rapid viral messaging played an increasingly significant role in shaping voter discourse and political perception.

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