As the West Bengal elections approach, the Bharatiya Janata Party (BJP) has modified its campaign tactics, moving away from personal attacks against Chief Minister Mamata Banerjee of the Trinamool Congress (TMC). Political analysts note that this year, BJP leaders, including Prime Minister Narendra Modi and Union Home Minister Amit Shah, are focusing more on the TMC's governance rather than targeting Banerjee directly. Modi has referred to the TMC-led government as 'Nirmam Sarkar' or cruel government, while Shah has addressed Banerjee respectfully as 'Mamataji.' This change is seen as a response to the backlash from the 2021 elections, where personal attacks did not resonate well with voters. The BJP is now emphasizing local issues, including specific incidents of crime, to connect with the electorate. Modi has advised party workers to highlight local crimes and engage with women voters to reinforce the BJP's commitment to safety and empowerment. Despite these efforts, TMC spokesperson Arup Chakraborty criticized the BJP's approach, asserting that the party remains fundamentally anti-women. The BJP's strategy reflects lessons learned from the previous election, where they failed to achieve their goal of winning a majority in the assembly.