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The 2023 Maharashtra and Jharkhand assembly elections witnessed an intense and highly charged campaign marked by a war of slogans between the ruling BJP and the opposition parties. The short 35-day election period, while criticized by the opposition as insufficient, proved more than enough time for political parties to craft and deploy memorable slogans repeated incessantly during rallies. The most prominent of these was the BJP's "Batenge toh katenge" (divided we perish), initially a war cry used by Uttar Pradesh Chief Minister Yogi Adityanath to rally Hindus. This slogan, while intended to promote unity within the Hindu community, was quickly interpreted by many as having a communal undertone, leading to significant backlash and internal divisions within the BJP's own alliance.
Yogi Adityanath utilized the "Batenge toh katenge" slogan to attack the Congress, Shiv Sena (Uddhav Balasaheb Thackeray), NCP, and JMM, accusing Congress of fostering division within the country through caste politics. This tactic, however, backfired as several prominent BJP leaders, including Ashok Chavan and Pankaja Munde, openly rejected the slogan, citing its divisive nature. The most significant opposition to the slogan, however, came from within the BJP's own alliance, with Ajit Pawar, a key figure in the Mahayuti, expressing his strong disapproval, stating that such a slogan is inappropriate for Maharashtra's political landscape. Devendra Fadnavis, attempting damage control, downplayed Pawar's dissent, suggesting that Pawar needed time to understand the public mood.
In response to the controversy surrounding "Batenge toh katenge" and its perceived communal undertones, Prime Minister Narendra Modi introduced the slogan "Ek hai toh safe hai" (United we are safe). This slogan presented a more positive message, aimed at countering the negative connotations of the previous one. Modi used this slogan to attack the Congress, accusing them of creating a caste divide by advocating for a national caste census. He presented a united front against divisive politics, focusing on supporting underprivileged castes.
The Congress, in turn, countered Modi's slogan with accusations of the BJP's own divisive practices for political gain. They further introduced their own slogan, "Daroge toh maroge" (Will die if you get scared), building upon Rahul Gandhi's recent emphasis on encouraging people to stand up to the alleged atmosphere of fear created by the BJP. This slogan, however, was deployed late in the campaign and had limited impact. Mallikarjun Kharge utilized this slogan in Jharkhand to directly counter Yogi Adityanath's calls for unity. The slogan highlighted the Congress’s accusation of the BJP engaging in fear-mongering and divisive politics.
In Jharkhand, the BJP focused their campaign on a different slogan, "Roti, beti, aur mati" (food, daughter, and land), targeting the tribal population. This slogan aimed to highlight concerns about infiltration, land encroachment, and the alleged exploitation of tribal women. The strategy closely mirrored Mamata Banerjee's "Ma, maati, manush" slogan, emphasizing similar issues. The BJP used this slogan to accuse the JMM and Congress governments of allowing infiltration for electoral gains.
Finally, even within the opposition alliance, the challenge of seat-sharing led to a humorous moment when Sanjay Raut of the Shiv Sena (UBT) ironically suggested that the MVA needed to adopt PM Modi's earlier slogan, "Sabka saath, sabka vikas." The Rashtriya Swayamsevak Sangh (RSS) also contributed to the slogan war with their "Sajag Raho" (Be vigilant) campaign, aligning with the BJP's messaging of unity and alertness against opposition forces. The election ultimately showcased the significant influence and strategic importance of slogans in shaping the political discourse and narrative during the campaign period in both states.
Source: 'Batenge toh katenge' vs 'daroge toh maroge': The slogan war in Maharashtra, Jharkhand