The Bharatiya Janata Party (BJP) has secured a resounding victory in the 2026 Assam Assembly elections, winning 82 of the 126 seats and ensuring Chief Minister Himanta Biswa Sarma’s second consecutive term. The party-led National Democratic Alliance (NDA), with allies Asom Gana Parishad (AGP) and Bodoland People’s Front (BPF), collectively secured 102 seats, marking the alliance’s third successive term in the state.

A decisive factor behind this triumph was the BJP’s digital strategy, which reshaped Assam’s political narrative. Through storytelling, memes, and Gen Z-focused content, the campaign projected Sarma popularly known as “Mama” as both the guardian of Assamese identity and the architect of modern development. The digital offensive branded the Congress party as a “curse” to Assam, linking it to illegal immigration and portraying it as a “Miya Party.”

This narrative resonated strongly with voters, particularly in Hindu-majority areas, where Congress managed to win only one Hindu MLA out of its 19 seats. Analysts attribute Congress’s decline to three factors: Sarma’s assertive Hindutva politics, longstanding resentment among Hindu voters toward Bengali Muslims, and the BJP’s sustained digital campaign amplifying these sentiments.

Public engagement on digital platforms reflected widespread support for Sarma’s leadership, with voters increasingly viewing him as a tireless defender of Assamese culture. The campaign effectively neutralized opposition voices, reinforcing the perception that the BJP is the only political force dedicated to safeguarding Assam’s indigenous heritage.

Congress, Raijor Dal, and AIUDF together managed a modest tally, while the Assam Jatiya Parishad (AJP) failed to secure any seats. The BJP’s victory in Assam coincided with its historic breakthrough in West Bengal, where the party is set to form its first government, underscoring the NDA’s expanding influence in eastern India.