After the 2019 surge and the 2021 setback, the West Bengal Bharatiya Janata Party (BJP) is set to launch ‘Paribartan Yatra’, a massive 5,000-kilometre statewide mobilisation aimed to reconnect with voters and strengthen its revamped local network ahead of this year's assembly polls.

The Yatra is set to start on March 1, a day after the publication of the revised electoral rolls under the Special Intensive Revision (SIR). Party describe the nine-pronged march as a critical organisational stress test designed to transform booth-level preparation into visible street-level support. 

Nine yatras will originate from Cooch Behar, Krishnanagar, Kulti, Garbeta, Raidighi, Islampur, Hasan, Sandeshkhali and Amta. The yatras will crisscross every assembly constituency before culminating in a massive rally at Kolkata’s Brigade Parade Ground, which is expected to be addressed by Prime Minister Narendra Modi.

The BJP leadership insists the yatra is not a traditional Rath Yatra but a structured outreach campaign combining roadshows, local meetings and grievance projection. Unlike mass induction programmes, the focus is now on sustained engagement rather than symbolic expansion.

A senior state BJP leader said, ‘During this 'Paribartan Yatra', we plan to directly reach out to 1-1.5 crore people. This will be a game changer for the BJP in the upcoming assembly polls’. 

State BJP president Samik Bhattacharya described it as ‘the next phase of democratic correction in Bengal’. He noted that while voters chose change after 34 years of Left Front rule, there is now a renewed ‘demand for another change’ 15 years into the Trinamool Congress (TMC) administration.

Political analyst Biswanath Chakraborty sees the campaign as a strategic recalibration. He said the 'Paribartan Yatra' appears to test booth committees, district coordination and endurance. It is as much an organisational drill as a political spectacle.

The heavy deployment of central leaders, including BJP president Nitin Nabin, JP Nadda and Rajnath Singh, underscores the importance the party's national leadership is attaching to Bengal even as the TMC accuses it of over-reliance on Delhi faces.

While, a TMC leader said the yatra is little more than optics. He said, ‘The BJP is bringing leaders from Delhi because they lack credible local faces. Bengal has rejected them before, and people will reject this drama’.

After grabbing 18 Lok Sabha seats in 2019 and mounting a fierce challenge in 2021 with a series of star rallies, saffron party couldn’t topple Mamata Banerjee’s government.