The election campaign for the Maharashtra and Jharkhand assembly elections has been a whirlwind of intensity, high-decibel rallies, and relentless political attacks. As soon as the election schedule was announced on October 15, the stage was set for a showdown between parties. Despite the opposition in Maharashtra expressing concerns over the shorter-than-usual 35-day period for candidate selection, filing nominations, and campaigning, political parties made the most of this limited time. Maharashtra, with 288 assembly seats, will vote in a single phase on November 20, while Jharkhand, with 81 seats, is voting in two phases, on November 13 and November 20.
This brief campaign period proved sufficient for political parties to devise and deploy slogans designed to capture public imagination. Among the slogans, Yogi Adityanath’s “Batenge Toh Katenge” emerged as a standout, quickly becoming the centerpiece of a politically charged atmosphere. Originally used by the Uttar Pradesh Chief Minister to call for unity among Hindus amid communal tensions in Bangladesh, the slogan gained traction as a rallying cry against divisive politics. In Maharashtra and Jharkhand, Yogi Adityanath used this slogan to attack Congress, Uddhav Thackeray’s Shiv Sena, Sharad Pawar’s NCP, and Hemant Soren-led JMM, accusing them of fostering caste-based divisions. BJP leaders rallied around the slogan, presenting it as a call for unity while countering opposition claims of it being communal.
However, the slogan also created rifts within the BJP’s alliances. Prominent leaders within the Mahayuti alliance openly rejected Yogi Adityanath’s rhetoric. Ashok Chavan, a BJP MP and former Chief Minister of Maharashtra, voiced his disapproval, calling the slogan inappropriate. Pankaja Munde, a senior BJP leader and daughter of Gopinath Munde, distanced herself from the slogan, emphasizing that her politics followed a different ethos. The most significant dissent came from Ajit Pawar, the BJP’s newest ally in Maharashtra, who repeatedly expressed his dissatisfaction, stating that Maharashtra’s political discourse could not be shaped by Uttar Pradesh’s context. Devendra Fadnavis, a senior BJP leader, downplayed the disagreement, attributing it to Ajit Pawar’s adjustment period within the alliance.
As the slogan “Batenge Toh Katenge” stirred debates, Prime Minister Narendra Modi sought to shift the narrative with a more inclusive slogan, “Ek Hai Toh Safe Hai.” This phrase emphasized unity and safety, framing the BJP’s campaign in a more positive light. PM Modi used this slogan strategically, particularly to counter the Congress party’s push for a national caste census, which he argued would fragment society. During rallies, he urged for a united front to uplift the underprivileged castes, presenting the BJP as a force for cohesion in contrast to Congress’s alleged divisive agenda. While Modi refrained from using Yogi Adityanath’s slogan directly, his “Ek Hai Toh Safe Hai” effectively addressed similar themes, albeit with a constructive tone.
The opposition, however, accused the BJP of inconsistency, with Congress leaders pointing out the conflicting narratives between Yogi Adityanath’s “Batenge Toh Katenge” and PM Modi’s “Ek Hai Toh Safe Hai.” Congress President Mallikarjun Kharge criticized the BJP for fostering division under the guise of unity, asserting that the opposition had historically maintained national harmony. In response to the BJP’s slogans, Congress introduced its own: “Daroge Toh Maroge.” This slogan, inspired by Rahul Gandhi’s “don’t be afraid” remark, aimed to counter the BJP’s alleged fear-mongering and divisive tactics. Mallikarjun Kharge used it in Jharkhand, accusing the BJP of exploiting fear to consolidate power and challenging the narrative that only the BJP could safeguard unity.
While “Daroge Toh Maroge” sought to resonate with the electorate, it was criticized for being a reactive rather than proactive slogan, introduced too late to gain significant traction. It lacked the immediate recall value and widespread appeal of the BJP’s slogans, which had been repeated consistently throughout the campaign. Moreover, the Congress struggled to align its messaging across states, diluting the impact of its narrative.
In Jharkhand, the BJP tailored its campaign to address local concerns, particularly targeting the tribal population with the slogan “Roti, Beti, Aur Mati” (Food, Daughter, and Land). This slogan accused the JMM and Congress of allowing illegal immigrants to exploit tribal resources, marry tribal women to gain land rights, and encroach on tribal land. The phrase sought to resonate with the concerns of employment, cultural preservation, and land protection, framing the BJP as the protector of tribal interests. This localized approach echoed elements of Mamata Banerjee’s “Ma, Maati, Manush” slogan but adapted it to Jharkhand’s unique socio-political landscape.
Meanwhile, the Rashtriya Swayamsevak Sangh (RSS) launched its own campaign in Maharashtra, “Sajag Raho” (Be Vigilant, Be Awake), aligning with the BJP’s broader themes of unity and awareness. This campaign underscored the importance of vigilance in preserving cultural and national identity, reinforcing the BJP’s Hindutva narrative. It complemented slogans like “Batenge Toh Katenge” and “Ek Hai Toh Safe Hai,” amplifying their reach among voters.
Despite the BJP’s cohesive messaging strategy, cracks within its alliances occasionally disrupted its campaign. The Mahayuti alliance, comprising BJP, Shiv Sena (Shinde faction), and NCP (Ajit Pawar faction), faced challenges in reconciling differing perspectives. Leaders like Ajit Pawar and Pankaja Munde publicly distancing themselves from BJP slogans highlighted the complexities of managing a coalition with divergent ideologies. However, BJP leaders like Devendra Fadnavis sought to downplay these differences, projecting an image of unity within the alliance.
On the other hand, the opposition, particularly the Congress, struggled to present a united front. Internal disagreements and a lack of clear messaging hampered its ability to effectively counter the BJP’s campaign. While slogans like “Daroge Toh Maroge” and Kharge’s critiques of Yogi Adityanath’s rhetoric aimed to challenge the BJP’s narrative, they lacked the sustained visibility and coherence needed to shift voter sentiment significantly.
The BJP’s ability to combine national and local narratives with high-impact slogans gave it a distinct advantage in the campaign. By addressing issues like caste, tribal rights, and national unity through slogans tailored to specific audiences, the party reinforced its image as a multifaceted political force. PM Modi’s emphasis on inclusivity with “Ek Hai Toh Safe Hai” and the RSS’s complementary “Sajag Raho” campaign further bolstered the BJP’s appeal among diverse voter groups.
In contrast, the opposition’s reactive approach and fragmented messaging limited its impact. While Congress attempted to address BJP’s claims of divisive politics with counter-narratives, its slogans failed to gain the same level of traction. Moreover, the reliance on last-minute messaging, as seen with “Daroge Toh Maroge,” underscored the challenges faced by the opposition in mounting a cohesive and compelling campaign.
As the elections approach, the slogan war has become a microcosm of the broader ideological battles shaping Indian politics. From Yogi Adityanath’s “Batenge Toh Katenge” to PM Modi’s “Ek Hai Toh Safe Hai,” and Congress’s “Daroge Toh Maroge,” these slogans reflect the competing visions for India’s future. They highlight the tensions between unity and division, fear and defiance, and tradition and progress, offering voters a choice not only of leaders but of the values and narratives that will define their states. Whether the BJP’s slogans resonate with voters or the opposition’s counter-narratives gain momentum, the outcome of these elections will shape the political discourse in Maharashtra, Jharkhand, and beyond.
