The Gujarat BJP’s new campaign slogan reflects its ambitious goals

By Japan K Pathak, Ahmedabad, 10 November 2012
It seems as though the Gujarat BJP has, in a way, declared its slogan for the 2012 Gujarat elections.

A new banner in the Gujarat BJP’s media room features a catchy line: “Ekmat Gujarat, Bane Bhajap Sarkar”

It means: Gujarat is unanimous for the formation of a BJP government. Ekmat (unanimous) Gujarat, Bane (for formation of) Bhaajap (BJP) Sarkar (Government).

So from now on video/photo shots of the Gujarat BJP’s press meets will have this slogan in the background.

The slogan reflects the BJP’s ambitious goal of winning 145+ seats (that’s what Modi aide Amit Shah said in Ahmedabad whilst addressing his supporters). The word “Unanimous” also reflects the spirit of inclusiveness and unity.

The banner features Gujarat Chief Minister Narendra Modi’s photo in the center with Gujarat’s map and a lotus attached to him. Then there are photographs of Atal Bihari Vajpayee and Advani on the one side, and national party president Nitin Gadkari and Gujarat BJP president RC Faldu on the other.

But has this slogan been used just for the one banner? Well, it’s quite possible that Chief Minister Narendra Modi will coin another catchy slogan during his next poll journey post-Diwali.

In 2007, the Gujarat BJP fought the assembly polls with a two-word slogan “Jeetega Gujarat”, while the Gujarat Congress relied on a Punjabi mix “Chakde Gujarat”.

In a recent rally in Rajkot, Congress Chief Sonia Gandhi used the slogan “Naya Gujarat” in her speech. “Naya Gujarat” means new Gujarat. This is the slogan that a former Chief Minister of Gujarat, the late Chimanbhai Patel used in his poll campaign in the 1990s.

However the official slogan of the Congress party this election is “Join hands for change”. It’s in English, but it comes from the poet Narmad’s song “Maa Gurjari no haath, Jay Jay Garvi Gujarat.” In its TV commercials, the Congress party also uses ‘Dasha Badlo, Disha Badlo’ slogan.

Language no bar

Jeetega Gujarat
BJP
Year 2007
Hindi slogan for Gujarat polls

Chak de Gujarat
Congress
Year 2007
Punjabi slogan for Gujarat polls

Join hands for change
Congress
Year 2012
English slogan for Gujarat polls

On the American side:

Recently concluded Presidential polls in America saw two prominent slogans. While Mitt Romney used the slogan “Believe in America”, Barack Obama used “Forward” as his slogan. While Believe in America is somewhat like Jeetega Gujarat, Forward is like UPA’s 2009 slogan Aam aadmi ke badhte kadam.

In 2008, the U.S. Presidential campaign slogan of Hillary Clinton was: The strength and experience to bring real change. While John McCain’s slogan was: Country first. Barack Obama had coined a slogan ”Change we can believe in”, and “Yes we can”. This second slogan was similar to George W Bush’s 2004 campaign slogan ‘Yes, America can!’ Bill Clinton had used a slogan ‘It’s the economy stupid’ in 1992 with another slogan ‘It’s time to change America.”