Posters calling Prime Minister Narendra Modi, who is spearheading the BJP's campaign in West Bengal, "Dada" or elder brother have been shared widely on social media. They appear to counter the ruling Trinamool Congress's call to vote for "Didi" or elder sister, a reference to Chief Minister Mamata Banerjee.
The online poster contains PM Modi's photo in a shawl on a saffron background. "Vote for Modi Dada," it says.
The poster was shared by BJP spokesperson Tajinder Pal Singh Bagga and many others. "#NewProfilePic," he quipped.
This comes as PM Modi and Ms Banerjee are involved in an exchange of barbs in Bengali ahead of the upcoming elections.
On Sunday, in response to Ms Banerjee's "Khela hobe (game on)", the anthem of Trinamool Congress rallies, PM Modi said this game would not continue.
"Nothing is hidden. Bengal knows everything. But this khel (game) will not continue. Khel Khatam hona chahiye (this game must stop)," he said, alleging corruption in Ms Banerjee's administration.
Ms Banerjee had also slammed top BJP leaders' over their "syndicate" remark.
"What syndicate? India knows only one syndicate. That is Narendra Modi and Amit Shah. There is no other syndicate," she said at a rally on Sunday.
Bengal will vote in eight phases starting March 27. Counting of votes will take place on May 2.