Narendra Modi was declared victorious in the 2014 Lok Sabha elections on this day. Here’s a look at the popular campaign slogans of 2014 that made it to the headlines and shaped the election results. Sanchari Chatterjee specially for the India Today.
The phenomenon of Narendra Modi boosted by a re-energised Bharatiya Janata Party (BJP) demolished several power structures in Delhi on this day five years ago. On May 16, 2014, the country saw a massive shift in its politics when saffron swept the country and the NDA bagged a staggering 336 seats in Lok Sabha.
In 2014, BJP won the elections with a number of catchy slogans both hitting out at Congress and also promising the country a new era of vikaas and acche din.
From BJP’s focus on Narendra Modi with Abki Baar Modi Sarkar to Congress’s Har Hath Shakti, Har Hath Tarakki, here’s a look at the slogans that dominated headlines in 2014:
Modi’s Abki Baar Modi Sarkar came with catchphrases such as Bahut Hua Kisaano Pe Atyachar, Abki Baar Modi Sarkar. The slogans flooded city billboards, newspapers, television commercials and other platforms with Narendra Modi and other BJP leaders like LK Advani and Amit Shah also featuring in some.
The slogan became so popular that common people also started coining their own slogans with abki baar Modi sarkar at the end. Donald Trump, who contested the US presidential elections a year later, also took influence from the slogan and appealed to Indian-Americans saying Abki Baar, Trump Sarkar.
Inspired by former Prime Minister Atal Bihari Vajpayee’s 1996 slogan of Sabko Dekha Baari Baari, Abki Baari Atal Bihari, the Modi campaign was designed by ace advertising agency Ogilvy & Mather.
Congress’s Har Hath Shakti, Har Hath Tarakki, on the other hand, failed to gather steam among voters and it never managed to enjoy the same popularity as the BJP slogans. Congress fell back on it’s tried and tested formula of appealing to the aam aadmi, but they were not pleased.
2014 was also the first time the BJP called for a Congress-mukt Bharat, promising to eradicate the Congress from the country. This slogan continues to gather steam among the BJP leaders. The party reduced Congress to a meagre 44 seats in the 2014 Lok Sabha elections, a record low for the oldest party of the country.
Modi coined the slogan Acche Din Aane Wale Hai as a significant campaign drive promising good days to the aspirational voters of India. This slogan particularly appealed to the young and first time voters looking forward to a new India with new and better prospects. The slogan pasted on every billboard and television screen and Modi, BJP leaders constantly promising acche din, this was one of the most talked about slogans in 2014.
Congress countered the BJP’s nationalist rhetoric with Kattar Soch Nahi, Yuva Josh (not extreme ideology but youth power). Although the campaign was seen on many platforms, it failed to get the popularity BJP’s slogans enjoyed in the run up to the Lok Sabha elections.
Inspired by the chant for Shiva, BJP supporters created the popular chant Har Ghar Modi and Jan Jan Modi, Ghar Ghar Modi. Although this was met with some criticism as Modi was almost being equalled to a God when supporters started saying Har Har Modi, the slogan gathered steam and was on the lips of many.
Contradicting BJP’s focus on Narendra Modi, Congress coined the slogan Main Nahi, Hum, which promised to keep the spotlight on the masses and take everyone along instead of focussing on an individual.
BJP’s popular 2014 promise of Sabka Saath, Sabka Vikas continues to be a slogan for the party till this day when it is still trying to create a more inclusive image in the 2019 Lok Sabha election. With this slogan, BJP promised to take everyone along to the way of development and prosperity.