As the West Bengal Assembly Elections 2026 heat up, political parties are deploying unique strategies to connect with voters, including the use of local cuisine. One of the first images to counter the Trinamool Congress (TMC) emerged when a first-time candidate from the Bharatiya Janata Party (BJP), Sharadwat Mukherjee, who is contesting from the Biddhanagar seat, canvassed his assembly with a jumbo-sized ‘catla’ fish in hand. This move highlights the cultural significance of fish in Bengali life, often associated with the phrase 'maach, muri' (fish and puffed rice) and the love for 'jhol' (broth) and 'jhal' (spicy).
The Role of Food in Bengal Elections
Food has always been a powerful tool in Indian elections, and in West Bengal, it takes on special meaning. The TMC has long leveraged the state's culinary identity, but the BJP is now attempting to tap into this sentiment. Sharadwat Mukherjee's campaign with a catla fish is a direct appeal to Bengali pride and daily life. The image of a BJP candidate holding a fish is intended to counter the perception that the party is an outsider in the state.
Social Media Amplification
The campaign has gained traction on social media, with BJP MP Anurag Thakur sharing a video of himself enjoying fish in Bengal on Tuesday. The post, shared by user Tarun Gautam on X (formerly Twitter), has sparked discussions about the party's efforts to connect with local culture. The use of food as a campaign tool is not new, but in West Bengal, it resonates deeply with voters who take pride in their culinary heritage.
Can Food Influence Votes?
Political analysts are divided on whether such gestures translate into votes. Some argue that while food is a symbol of cultural connection, voters ultimately prioritize issues like employment, infrastructure, and governance. However, others believe that in a state where identity politics plays a crucial role, such moves can help parties build rapport with the electorate. The TMC has historically dominated by positioning itself as the guardian of Bengali culture, and the BJP's fish campaign is a direct challenge to that narrative.
As the elections progress, it remains to be seen if the promise of 'jhol' and 'jhal' can net the BJP more votes, or if the TMC's deep-rooted cultural connect will prevail.
