PM Modi makes an unscheduled stop during poll campaign to buy Jhalmuri from a shop.
By Dr. Anil Singh
The ongoing West Bengal Assembly election campaign has taken a curious and somewhat disturbing turn, where a simple act involving Prime Minister Narendra Modi enjoying jhalmuri has been elevated into a full-scale political and media narrative, overshadowing the very essence of democratic debate in the state. What should have been seen as a routine cultural gesture—an attempt to connect with the people through a local and widely loved snack—has instead been magnified into a symbolic battleground, with television studios, social media platforms, and political actors devoting disproportionate attention to it. In the process, the real issues confronting West Bengal—governance, employment, industrial growth, law and order, and the future trajectory of the state—have been pushed to the margins of public discourse.
Having been born and brought up in Kolkata, with vivid memories of Esplanade, just opposite the Governor House, I can say with conviction that jhalmuri is not merely a snack in Bengal; it is part of the everyday rhythm of life. It is the cheapest, most accessible, and most democratic form of street food, cutting across class lines and serving as a quick companion to conversations, commutes, and daily struggles. From office-goers to students, from laborers to intellectuals, everyone shares this humble delight. Therefore, when a national leader like Narendra Modi engages with such a cultural symbol, it naturally attracts attention. But the question that must be asked is whether such moments deserve to dominate the political narrative of an entire election.
The answer, quite clearly, is no. What we are witnessing is a classic case of political trivialization, where optics are replacing substance and symbolism is overshadowing policy. The central question before the people of West Bengal—whether the Bharatiya Janata Party can dislodge the entrenched leadership of Mamata Banerjee or whether she will once again return to power—has been reduced to the background noise of a spectacle-driven campaign. This is not merely a reflection of political strategy but also an indictment of the media ecosystem, which appears increasingly inclined toward sensationalism rather than substantive engagement. In the race for viewership and digital traction, the media has chosen to amplify moments that are visually appealing but politically inconsequential, thereby diluting the seriousness of democratic discourse.
Yet, to assume that such narratives will decisively influence the electorate of West Bengal would be a grave misreading of its political culture. Bengal is not a state where voters are easily swayed by symbolic gestures or rhetorical flourishes. It has a long and rich history of political awareness, ideological debates, and intellectual engagement. The Bengali voter is discerning, critical, and often unpredictable. Unlike in many other parts of the country where electoral preferences may be shaped well in advance, Bengal retains a unique tradition of last-minute decision-making, where voters weigh their options carefully before casting their vote. The elections scheduled for the 23rd and 29th will once again reflect this distinctive political behavior, where public discourse may be noisy and chaotic, but the final decision remains deeply personal and often surprising.
At the heart of Bengal’s electoral dynamics lies a strong sense of regional identity and cultural pride, which has historically played a decisive role in shaping political outcomes. This sense of “Bengaliness” is not merely cultural; it is political, influencing how leaders are perceived and how narratives are constructed. It is in this domain that Mamata Banerjee continues to hold a significant advantage. For many, she is not just a political leader but a representation of Bengal’s ethos—its resilience, its defiance, and its grassroots connect. Her image as “Didi” is deeply embedded in the public consciousness, making her a formidable opponent in any electoral contest.
For the BJP, the challenge is far more complex than electoral arithmetic. While the party has made notable gains in recent years and has emerged as a principal challenger, it continues to grapple with the perception of being an external force in a state that values its cultural and political autonomy. The reliance on national figures like Narendra Modi and Amit Shah, though effective in many regions, does not automatically translate into emotional resonance in Bengal. Observers have consistently pointed out that the BJP must evolve from being merely present in Bengal to becoming organically rooted within it. This requires the cultivation of strong local leadership, the articulation of region-specific narratives, and a genuine engagement with the socio-cultural realities of the state.
The absence of a powerful and relatable local face to challenge Mamata Banerjee remains a critical gap for the BJP. Elections in Bengal are not fought solely on ideological lines; they are deeply influenced by personality, relatability, and trust. To mount a serious challenge, the BJP must present a leader who can match Mamata Banerjee’s emotional connect with the electorate. Without such a figure, the party risks being perceived as distant and disconnected, regardless of its organizational strength or campaign intensity.
At the same time, it would be simplistic to assume that the incumbent government is immune to challenges. After years in power, anti-incumbency is an inevitable reality. The electorate will assess the performance of Mamata Banerjee not just on the basis of her connect but also on governance outcomes. Issues such as employment generation, industrial stagnation, infrastructure development, and law and order remain pressing concerns that cannot be ignored. The aspirations of Bengal’s youth are evolving, with increasing demand for opportunities, innovation, and economic growth. Migration in search of employment continues to be a significant issue, reflecting gaps in the state’s economic framework.
In this context, the disproportionate focus on jhalmuri politics appears not only misplaced but also counterproductive. Cultural symbolism has its place in politics, but it cannot substitute for substantive engagement with the real issues that affect people’s lives. If anything, such distractions risk alienating a politically aware electorate that expects seriousness and depth from its leaders.
As the election approaches, it is important to recognize that the people of West Bengal will ultimately decide the outcome based on their lived experiences and aspirations, not on media narratives or social media trends. They will listen to all sides, observe every gesture, and then, in the privacy of the polling booth, make a choice that reflects their understanding of what is best for the state. History has repeatedly shown that Bengal does not conform to predictable patterns; it asserts its own logic, often surprising both political parties and analysts.
The way forward for the BJP lies in deepening its engagement with Bengal’s socio-cultural fabric, building credible local leadership, and presenting a vision that resonates with the aspirations of the people. It must move beyond symbolic gestures and focus on substantive issues that matter to the electorate. For Mamata Banerjee, the task is to address the challenges of governance, counter anti-incumbency, and reinforce the trust that has sustained her political journey.
Equally important is the role of the media, which must introspect and recalibrate its priorities. Elections are not entertainment events; they are the cornerstone of democracy. The media has a responsibility to facilitate informed debate, highlight critical issues, and hold political actors accountable. By focusing on trivialities, it risks undermining the very democratic process it is meant to strengthen.
In conclusion, the “jhalmuri moment” is emblematic of a larger trend in contemporary politics, where optics often overshadow substance. It serves as a reminder that while symbolism can capture attention, it cannot determine electoral outcomes. West Bengal, with its rich political heritage and enlightened electorate, will once again demonstrate that democracy is not about spectacle but about choice—thoughtful, deliberate, and rooted in reality. The real battle is not being fought over snacks or slogans but over vision, governance, and identity, and it is in this arena that the future of Bengal will ultimately be decided.
(The author is Editor, STAR Views, and Editorial Advisor, Top Story)
