This study presents new theory and evidence on the repertoire of electoral intimidation, suggesting that threats can be used to deter rival party supporters from voting but also to mobilize citizens to vote for a particular party. We expect these strategies to unfold in the same electoral context, but differ in targeting and incidence; while threats to demobilize are concentrated in closely contested areas and occur more frequently overall, threats to mobilize target fewer voters and are centered in parties’ own strongholds. Recognizing the difficulty of surveying citizens about sensitive experiences, we combine qualitative material from local news with evidence from a list experiment embedded in an original survey conducted after the 2019 elections in the Indian state of West Bengal. Our empirical findings corroborate our expectations: areas without overt violence may nevertheless be highly coercive, underlining the importance of studying the full repertoire of electoral violence.