In a push to unify its base ahead of Maharashtra’s Assembly elections, the Bharatiya Janata Party (BJP) launched a statewide newspaper advertisement on Monday featuring the slogan ‘Ek hain toh safe hain’ (Together, we are safe). The phrase, popularized by Prime Minister Narendra Modi, aims to emphasize solidarity within marginalized communities and counters the Congress, which the BJP accuses of fostering division among caste groups. The advertisement also includes the logos of BJP’s Mahayuti alliance partners, Shiv Sena and Ajit Pawar’s faction of the Nationalist Congress Party (NCP), underscoring their collective front.
Prime Minister Modi recently introduced the slogan at a rally in Dhule, Maharashtra, criticizing Congress for allegedly playing caste politics that hinder the progress of Scheduled Castes (SCs), Scheduled Tribes (STs), and Other Backward Classes (OBCs). Addressing the crowd, he argued, “They [Congress] do not want SCs, STs, and OBCs to progress and receive due recognition. Remember, ‘Ek hai toh safe hai’ (We are safe if we are united).” Modi’s remarks drew significant attention, with the BJP aiming to rally its base in Maharashtra under the unity message, portraying itself as the party working for the upliftment of these communities.
The campaign slogan, however, has attracted sharp criticism from opposition parties. Congress leaders accused the BJP of inciting a sense of “us vs. them” in society, deepening divisions rather than bridging them. Congress chief Mallikarjun Kharge questioned the need for such messaging, suggesting it stirs unnecessary fear and insecurity among communities. “The Prime Minister says ‘ek hai toh safe hai,’ while other BJP leaders talk about ‘batenge toh katenge’ (divided we fall). Who feels threatened? The real threat to the country comes from RSS, BJP, Modi, and (Union Home Minister) Amit Shah,” he claimed, emphasizing that the slogan itself reflects divisive politics.
The phrase’s evolution has also caused friction within BJP’s own alliance. Ajit Pawar, leader of a faction of the NCP and BJP ally, objected to the original version of the slogan, ‘batenge toh katenge’ (Divided, we fall), which had been coined by Uttar Pradesh Chief Minister Yogi Adityanath. Pawar publicly criticized the slogan, arguing that it misrepresented the focus in Maharashtra, where people prioritize development over divisive narratives. In an interview with India Today, Pawar expressed discomfort with the slogan and urged BJP leaders to avoid language that could alienate voters.
Despite the criticism, BJP remains steadfast in its strategy, presenting itself as the party advocating unity and development for all communities. As the Maharashtra elections approach, the ‘Ek hain toh safe hain’ campaign has not only underscored the BJP’s efforts to mobilize its base but has also highlighted the complex and often conflicting dynamics within its broader alliance and opposition, with each group shaping its own narrative in response.
