Mamata Banerjee's new campaign building up to the West Bengal election next year pitches her as "Banglar Gorbo Mamata" or "Bengal's pride, Mamata". Poll strategist Prashant Kishor, who is styling the Chief Minister's state election campaign this time, came up with the tag line.
After the "Didi ke bolo (tell Didi)" outreach, this one projects the firebrand politician as the "fierce protector and guardian" of the ideals enshrined in the Constitution -- a clear push-back against the centre's citizenship law and Home Minister Amit Shah's Sunday offensive against her at his rally in Kolkata.
The 75-day campaign was launched at a glittering event at the Netaji Indoor Stadium in Kolkata today.
The Bengal Chief Minister and over a lakh Trinamool workers plan to travel across the state and highlight that Mamata Banerjee is the only leader capable of working for the development and growth of the state and preserving its communal harmony.
The "Didi ke bolo" campaign last year offered a helpline number and a website urging people to come forward with their grievances.
The latest plan was devised by Prashant Kishor, roped in by Mamata Banerjee to rescue her campaign after the national election shock last year; the Trinamool ceded much ground to the BJP and ended up with 12 less seats than the previous Lok Sabha election. The BJP shot up to 18 of the state's 42 Lok Sabha seats.
The "Banglar Gorbo Mamata" campaign also positions the Chief Minister, 65, as a "passionate proponent" and true custodian of Bengal's culture, dignity and pride.
It also calls her the "principal architect" working tirelessly to restore Bengal's past glory.
After its launch with an all-faith prayer, the campaign moves to its first phase featuring events in each constituency in the coming weeks.
Next, Mamata Banerjee plans to interact with various groups, like women, Scheduled Caste and Tribes, social media influencers and thousands of workers.