The biggest electoral contest in the world will conclude with the seventh phase of voting on June 1. It has been a dynamic election season; the battleground vibrant with slogans, promises and appeals. The major coalitions, the NDA and INDIA, have each deployed strategic messaging to galvanise voter support. When it comes to sloganeering, the BJP-led NDA has been a hands-down winner, coming up with not one but several catchy phrases to woo the electorate. ‘Sabka Saath, Sabka Vikas, Sabka Vishwas’ (Together with all, Development for all, Trust of all) has been a cornerstone of its campaign. ‘Naya Bharat’ (New India), aimed at portraying the vision for a progressive and self-reliant nation, was another NDA slogan. Along the same lines was ‘Aatmanirbhar Bharat’ (Self-reliant India) which reflected the NDA’s focus on boosting local industries and reducing dependency on foreign goods.

But more interesting were its jumlas (catchy phrases) that were floated intermittently to give the NDA ‘top recall value’: ‘Abki baar 400 paar’ (this time, we will cross 400) and ‘Modi ki guarantee’. The major takeaways from the NDA’s election pitch were of course its ‘Sankalp Patra’, heavily focused on economic progress, showcasing initiatives like Make in India, Digital India and the push towards a $5 trillion economy. The NDA alliance also highlighted its efforts in strengthening national security. The message is clear — a strong leadership to safeguard the nation.

Not to be outdone, the INDIA bloc also used several slogans to reach voters’ hearts. Prominence was given to slogans critical of the Modi Government’s unpopular policies and its actions to subvert democracy by sending Opposition leaders to jail. ‘Jai jawan, Jai kisan, Jai samvidhan’ (Hail the soldier, the farmer, the Constitution) drew heavily on this sentiment. ‘Bharat Jodo’ (Unite India), a call for unity across the nation’s diverse fabric to counter divisive politics, was inspired by Rahul Gandhi’s pan-India foot march. Yet another slogan from the INDIA stable was ‘Nyay’ (Justice), a promise to address disparities and ensure equitable growth.

The INDIA alliance has positioned itself as the protector of social justice, focusing on uplifting marginalised communities, ensuring minority rights and addressing caste-based and religious discrimination. The INDIA bloc has promised to tackle issues like farmer suicides, inadequate MSP (Minimum Support Price) and the need for comprehensive agrarian reforms. Of course, ‘Save democracy’ has been its main theme. The NDA’s pitch was more country-centric security, $5 trillion economy and so forth but INDIA’s pitch was more about people, their sufferings and plight due to economic hardships. INDIA’s focus on social justice and inclusivity is designed to attract voters who feel marginalised. Their promises to address agrarian distress and safeguard democratic values are aimed at rural voters, farmers and the educated urban electorate. Who really touched people’s hearts, we shall get to know on June 4.

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