In the lead-up to Assam's 2026 assembly elections, social media emerged as a pivotal arena for political campaigning, significantly impacting public perception. The Bharatiya Janata Party (BJP) effectively utilized digital platforms to craft the image of Chief Minister Himanta Biswa Sarma as a protector of Assamese identity, often referred to as 'Mama'. This portrayal was amplified through memes and youth-focused content, fostering a narrative of Sarma as a decisive leader. Conversely, the Congress party faced a barrage of negative portrayals, being labeled a 'Miya party', a term associated with Bengali-origin Muslims in Assam. This framing was reinforced by allegations of the party's support for illegal immigrants and was aimed at diminishing the credibility of opposition leaders like Gaurav Gogoi. The BJP's digital strategy, which included targeted campaigns by thousands of supporters and the use of anonymous profiles, played a crucial role in shaping voter opinions. As a result, the Congress party suffered its third consecutive defeat in Assam, securing only 20 seats, with a notable decline in support from Hindu-majority areas. Analysts attribute this shift to the BJP's effective use of Hindu identity politics and the strategic deployment of social media to influence electoral outcomes.