The Bharatiya Janata Party (BJP) executed a large-scale digital campaign during the 2026 Assam Assembly election, leveraging social media platforms, AI-generated visuals, and influencer networks to shape public opinion. The strategy focused on portraying the Congress as aligned with minority, particularly Bengali Muslim, interests while positioning the BJP as the protector of Assamese identity, Hindu interests, and national security.

Targeted content, including short videos, memes, and edited clips, circulated widely on Facebook, Instagram, WhatsApp, and anonymous online forums, often linking Congress leaders like Gaurav Gogoi to foreign influences and minority appeasement. These narratives were amplified over two years, reinforcing existing social anxieties around illegal immigration and demographic change in Assam.

Chief Minister Himanta Biswa Sarma publicly reinforced the messaging, attacking Congress's stance on border security and immigration. The sustained online campaign contributed to the BJP's consolidation of Hindu voters across the state, particularly in constituencies where digital penetration and smartphone usage are high.

Political analysts noted the campaign marked a turning point in Assam's electoral politics, with digital tools playing a role comparable to traditional outreach. The Election Commission has not announced any formal review of the digital content, but observers expect increased scrutiny of AI-generated material in upcoming state and national elections.