How war of slogans in Maharashtra, Jharkhand has gone beyond bijli, pani

As the Maharashtra and Jharkhand Assembly elections approach, political parties are increasingly engaged in a fierce battle of slogans. Election campaigning in India has evolved dramatically over the years, influenced by an expanding voter base, societal changes, and technological advancements. The change in slogans for the twin Assembly elections show the politics of the day, and how it has gone beyond sadak, bijli and pani (basic needs).
Even in the past, electoral campaigns were dominated by mass rallies, door-to-door canvassing, and grassroots mobilization, with political parties often offering freebies like free electricity, water, loan waivers, and government jobs to win votes. Though the poll sops option still remain, there’s addition to it. Today, parties are leaning heavily on slogans that appeal to specific regional and caste-based concerns, reflecting the changing dynamics of electoral politics.
A look into election campaigns of the last 20 years would show how slogans defined elections.
If it was the ‘India Shining’ campaign which tried to present ‘development’ by the Atal Bihari Vajpayee government in the 2004 election, it was the ‘Bharat Nirman’ campaign in 2009 by the Congress government.
In 2014, the slogan ‘Ab Ki Baar, Modi Sarkar’ along with promises of bringing back black money and creating jobs resonated deeply with the electorate.
In 2019, the BJP’s campaign focused on Modi, with slogans like ‘Phir Ek Baar Modi Sarkar’, ‘Har Har Modi, Ghar Ghar Modi’, and ‘Modi Hai Toh Mumkin Hai’.
The 2024 Lok Sabha elections introduced a new sound — ‘Khatakhat Khatakhat’ — which became the focal point of the campaign, yet the Maharashtra and Jharkhand Assembly elections are once again marked by the prominence of slogan-driven politics. While promises of free electricity, filling vacant government positions, and setting up super-specialty hospitals are still part of the discourse, the Congress’s call for a caste-based census has set the tone for intense verbal sparring between the parties.
In Maharashtra, Yogi Adityanath’s ‘Batenge Toh Katenge’ slogan, which the Opposition alleged has communal overtones, appeared prominently in Mumbai during the election campaign, although the Brihanmumbai Municipal Corporation (BMC) later removed the posters.
To convey the message of Hindu unity while referring to the unrest in Bangladesh, Yogi Adityanath had said in Agra in August, “Batenge toh katenge… Ek rahenge toh nek rahenge” (Divided we fall… United we stand).
The slogan was echoed by BJP leaders throughout the campaign in Maharashtra.
Prime Minister Modi tweaked Yogi’s slogan and launched the BJP’s Maharashtra campaign with the slogan ‘Ek Hai Toh Safe Hai’, accusing the Congress of trying to divide OBCs, SCs, and STs. He also linked Congress to divisive politics and criticized their alleged attempts to weaken national unity.
Addressing a campaign rally in Maharashtra’s Akola earlier this month, PM Modi said that wherever a Congress government is formed, that state becomes the ATM (Automated Teller Machine) of the party’s ‘shahi parivar’.
“People of Haryana foiled the conspiracy of Congress by following the ‘Ek hai toh safe hai’ (we are safe if we are united) mantra,” PM Modi said.
“The Congress knows that it will be strengthened only if the country is weakened. The policy of that party is to pit one caste against the other,” he said.
The BJP’s pitch for caste unity contrasts with Congress’s calls for a national caste census and accusations that the BJP may scrap reservation policies for SCs, STs, and OBCs.
In response, Congress President Mallikarjun Kharge criticised the BJP’s divisive rhetoric and countered with ‘Daroge Toh Maroge’ (If you fear, you will perish), targeting the BJP for spreading fear and fostering divisions. Kharge also accused the BJP of dismantling democracy and stifling debate in Parliament.
Addressing a ‘Save Constitution’ conference in Mumbai, Mallikarjun Kharge targeted PM Modi, alleging discussions and debate are not allowed in the Parliament.
“The Prime Minister says ‘Ek Hai toh Safe Hai’ while other leaders (of BJP) talk about ‘Batenge toh Katenge’ (divided we fall). Who is threatened? Is there any problem? In fact, the country faces threat from RSS, BJP, Modi, and (Union home minister Amit) Shah,” he said.
“Issues can be resolved through discussions which will strengthen democracy. But they (BJP) want toh dismantle democracy,” Mallikarjun Kharge alleged.
Kharge further emphasized the need for dialogue toh strengthen democracy, calling out BJP leaders like Yogi Adityanath for promoting fear-based politics with slogans like ‘Batenge Toh Katenge’.
During a rally in Jharkhand’s Palamu-Latehar, Mallikarjun Kharge said, “Yogi visited here a few days ago. He is the head of a ‘math’ and wears a dress donned by sadhus. But sadhus must be compassionate and unite people to safeguard humanity. But, he said, ‘Batoge Toh Katoge’. You must now understand ‘Daroge Toh Maroge’ (If you get scared, you will die).”
Meanwhile, the Rashtriya Swayamsevak Sangh (RSS) also launched a campaign titled ‘Sajag Raho’ (Be Vigilant, Be Awake), which mirrors the BJP’s message of national unity. The RSS emphasized eliminating caste divisions among Hindus and organized various meetings to convey this message.
As the election season heats up, both Maharashtra and Jharkhand are witnessing an unprecedented slogan-driven campaign, with political parties leaving no stone unturned in their pursuit of victory. With polling in Maharashtra and Jharkhand set for November 20 and vote counting on November 23, the focus on slogans shows how electioneering in India continues to evolve in response to changing political, social, and technological landscapes.