NEW DELHI: In the 2024 election season, political slogans became more than just catchy phrases; they were powerful tools for influencing public opinion, mobilising voters, and shaping the narratives of various campaigns. Slogans, often short but impactful, encapsulated the core messages of political parties and provided a sense of direction for their supporters.These slogans reflected both the optimism and anxieties of the electorate and played a crucial role in the electoral battle.
Among the most discussed and divisive slogans was the one that reverberated across Maharashtra, where Uttar Pradesh chief minister Yogi Adityanath’s statement, “Batoge Toh Katoge”, took centre stage. The slogan quickly garnered attention and sparked both criticism and appeasement from different political quarters. While the Bharatiya Janata Party (BJP) did not officially endorse it, neither did it deny its implications. Prime Minister Narendra Modi avoided using the controversial phrase in his speeches but subtly adapted it, twisting it into a more palatable version: “Ek Hai Toh Safe Hai” (If United, Then Safe). The message conveyed was clear—unity, especially within the Hindu vote bank, was essential to maintain political strength.
The 2024 elections witnessed a fierce battle not just for seats but for narrative dominance, and slogans played a significant role in this contest. From aggressive campaign messages to appeals for unity, political parties crafted slogans that were designed to resonate with various sections of society, often invoking deep-seated concerns, cultural identities, and aspirations.
Here’s a look at some of the most impactful slogans that shaped the 2024 electoral landscape.
BJP’s “Abki Baar 400 Paar”
The BJP, under the leadership of Prime Minister Narendra Modi, continued its ambitious pursuit of securing a majority in the Lok Sabha with the slogan “Abki Baar 400 Paar” (This Time, Over 400 Seats). Building on the success of their 2019 campaign slogan, “Abki Baar 300 Paar”, this slogan reinforced the party’s confidence in expanding its political reach and dominance and also an undercurrent of fear that it may loose seats. With the promise of securing more than 400 seats, the BJP aimed to project an image of unassailable strength and political ascendancy. The slogan was not only about securing a win but also about setting an optimistic tone for the party’s future governance.
“Batenge Toh Katenge” and “Ek Hain Toh Safe Hain”
In Maharashtra, where the BJP faced competition from both regional parties and the Congress, two slogans stood out: “Batenge Toh Katenge” and “Ek Hain Toh Safe Hain.” The first, “Batenge Toh Katenge”, was aimed at rallying the Hindu voter base by warning against fragmentation and division.
The second, “Ek Hain Toh Safe Hain” (If United, Then Safe), was intended to promote unity within the Hindu community as a safeguard against political opponents. These slogans were particularly significant in Maharashtra, a state with a large number of constituencies and a complex political landscape. They sought to consolidate the Hindu vote and strengthen BJP’s position, both at the state and national levels.
“Eknath Hain Toh Safe Hain”
The Shiv Sena in an attempt to vouch Enath Shinde’s dominance in the Maharastra polls modified Prime Minister Modi’s slogan “Ek hain to safe hain” to “Ek(Nath) hai to safe hain,” advocating for Eknath Shinde to remain Maharashtra’s chief minister. The tweak came after the Mahayuti coalition’s strong performance in the recent assembly elections.
PM Modi had previously used the original slogan to promote unity, calling it the “maha-mantra” of the country. Drawing a parallel to Bihar, where Nitish Kumar continues as CM despite his party’s smaller seat count, the Sena argued Shinde should retain his role.
Congress’s “Daroge Toh Maroge”
In an attempt to counter the BJP’s “Batenge” slogan, the Congress party, led by Rahul Gandhi, introduced the slogan “Daroge Toh Maroge” (If You Are Afraid, You Will Die) during elections. The slogan sought to empower the masses to resist what Congress described as the BJP’s authoritarian tactics and “atmosphere of fear.” It was inspired by Gandhi’s recent remarks encouraging people to overcome fear and challenge the BJP’s dominance.
Congress leader Mallikarjun Kharge popularized the slogan in Jharkhand, accusing the BJP of divisive politics and fear-mongering. He contrasted the BJP’s aggressive rhetoric, exemplified by Uttar Pradesh Chief Minister Yogi Adityanath’s “Batoge Toh Katoge” (If You Speak Out, You Will Suffer), with Congress’s message of resistance and courage.
“Samvidhan Khatre Mein Hai”
In a bold campaign strategy, Congress raised alarms about the future of India’s Constitution with the slogan “Samvidhan Khatre Mein Hai” (The Constitution Is in Danger). The Congress leadership, especially Rahul Gandhi, sought to tap into public fears about the erosion of democratic principles and the potential undermining of the Constitution. The party framed the BJP as a threat to the nation’s constitutional integrity, portraying the saffron party as willing to dismantle or alter the founding document of the Republic. This slogan resonated with a significant section of voters who were concerned about the BJP’s increasing centralization of power and attempts to modify the constitutional structure. Despite the BJP’s denials, the Congress managed to keep this issue on the agenda, ensuring it stayed in the public discourse.
Congress’s “Jal Jangal Jamin” vs BJP’s “Roti, Beti, Aur Mati”
In Jharkhand, the Congress targeted tribal voters with the slogan “Jal Jangal Jamin” (Water, Land, Forest), which resonated deeply with the concerns of indigenous communities in the region. The Congress sought to portray itself as the protector of tribal rights, focusing on issues of land, water, and forest resources that directly impacted the livelihoods of tribal communities. In response, the BJP rolled out its own slogan, “Roti, Beti, Aur Mati” (Food, Daughters, and Land), which aimed to address broader issues of livelihood, women’s safety, and land rights. While the Congress emphasized environmental and tribal concerns, the BJP focused on economic empowerment and social security, hoping to appeal to a wider section of voters.
RSS’s “Sajag Raho”
The Rashtriya Swayamsevak Sangh (RSS), the ideological parent of the BJP, played a crucial behind-the-scenes role in the election, mobilizing its vast network of cadres to support the BJP’s cause. The RSS’s slogan, “Sajag Raho” (Be Vigilant), called upon its members to stay alert and defend the nation from external and internal threats. This slogan was central to the Sangh’s strategy of galvanizing support for the BJP through its extensive grassroots network, particularly in rural and semi-urban areas. By emphasizing vigilance, the RSS sought to create a sense of urgency and responsibility among voters, urging them to safeguard India’s cultural and political identity.
“Khatakhat Khatakhat”
The Congress leader Rahul Gandhi during his rally in Rajasthan to symbolise the rapid progress and development his party promised said that “aapke account mein 1 Lakh aaenge “Khatakhat Khatakhat”. The phrase “Khatakhat Khatakhat” was meant to convey the idea of quick and immediate action in eliminating poverty, with the promise of transferring Rs 1 lakh annually to women from below-poverty-line households under the Mahalakshmi scheme. This slogan appealed to voters’ aspirations for swift and tangible benefits, hoping to portray Congress as a party focused on fast-paced development. In response, Prime Minister Modi mocked the slogan, predicting that Congress leaders would flee the country for summer vacations after the elections, a jibe that aimed to portray Rahul Gandhi and his associates as disconnected from the struggles of ordinary citizens.
The elections season of 2024 was a year of slogan war in shaping the political discourse and influencing voter behavior. These slogans were not merely political tools but encapsulated the aspirations, fears, and concerns of the electorate. From BJP’s assertive calls for unity and political dominance to Congress’s appeals for constitutional protection and empowerment, these catchphrases captured the essence of the political battle.
Whether promoting unity, addressing core issues like land and livelihood, or warning against perceived threats to democracy, slogans proved to be a crucial element in the success of political campaigns. Their ability to encapsulate complex political messages in a simple, memorable phrase made them indispensable to both parties and leaders. In a nation as diverse and complex as India, where political campaigns are often decided by emotional appeal as much as by policy, slogans remain a vital tool for shaping the narrative and winning the hearts and minds of voters.
