By With Assembly elections in Assam just weeks away, the state unit of the Bharatiya Janata Party has rolled out an ambitious mass outreach campaign titled ‘Jan Ashirwad Yatra’, seeking to reinforce its grassroots presence and mobilise voter support across key constituencies. The campaign was formally launched on February 28, 2026, signalling the party’s transition into full election mode.
Chief Minister Himanta Biswa Sarma flagged off the yatra from the historic Gupteshwar Temple in Dhekiajuli, located in Sonitpur district. The choice of venue was symbolic — blending cultural resonance with political mobilisation — as the BJP aims to project continuity in governance alongside renewed electoral momentum.
The yatra will traverse 50 Assembly constituencies across central and eastern Assam, regions that have served as strongholds for the BJP since its breakthrough victory in 2016. Of the State’s 126 seats, these belts are seen as electorally decisive, and party strategists believe consolidating gains here could significantly shape the overall outcome.
“Our objective is to seek the blessings of the people and carry the message of development and welfare schemes to every doorstep,” Sarma said while addressing party workers. He urged cadres to intensify engagement at the booth level, describing direct voter contact as the backbone of the campaign.
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According to party leaders, the Jan Ashirwad Yatra is designed not just as a rally tour but as a feedback exercise. Public interactions, small gatherings and door-to-door visits are expected to form the core of the programme. BJP leaders say the campaign aims to reach nearly one lakh people daily until its conclusion on March 9.
The first leg of the journey included a stop at Balipara, about 45 kilometres from Dhekiajuli, where local workers organised community meetings. Lakhimpur MP Pradan Baruah emphasised that gathering feedback from voters about the government’s performance is a key focus. “Understanding people’s expectations will help us refine our strategy,” he said.
In the 2021 Assembly elections, the BJP secured 60 seats and formed the government with support from its allies under the National Democratic Alliance (NDA), which collectively won 75 seats. This time, the party has set its sights higher — aiming for at least 64 seats on its own to cross the simple majority mark, and targeting more than 100 seats for the NDA alliance.
Observers note that the BJP’s campaign narrative in Assam is likely to revolve around infrastructure development, welfare initiatives, law and order, and regional identity. The Jan Ashirwad Yatra appears to be an attempt to reinforce that messaging early in the electoral cycle.
Senior national and state leaders are expected to join different phases of the tour, adding organisational heft and signalling central leadership support. As the campaign unfolds, the BJP’s ability to translate outreach into votes will determine whether its early mobilisation strategy pays dividends at the ballot box.
