Ode to power: How slogans set the tone for elections in Bengal, Tamil Nadu, Kerala, Assam

“Good times are coming…”“This time the Modi government…”“Keira Hobe…”Slogans like this often end up playing a big role in elections. Speeches and manifestos may lay out the details, but it’s those short, catchy lines that bring energy to the campaign and remain in people’s minds long after the rallies are over.Like every election in India, the assembly elections in West Bengal, Tamil Nadu, Assam, Kerala and Puducherry followed the same playbook, with political parties launching their own powerful slogans to set the tone and shape the campaign narrative.west bengalCompetition among chief ministers Mamata Banerjee and prime minister Narendra Modithe controversy over the Special Intensification Revision (SIR) of the electoral roll and several other factors have made the Bengal assembly elections one of the most fiercely contested in recent years.In the run-up to the election, as the war of words between the two sides intensifies, TMC and bjpthe slogan became even sharper.“Go out, believe in the PPP on polling day”In Bengal, PM Modi positions assembly polls as a race to replace ‘Boy“(fear) and”भररोसर” (Trust). “No matter how TMC goons intimidate you on polling day, you have to trust the law. In this election, fear will be driven out of Bengal. A great victory for the BJP will awaken confidence…” the Prime Minister said at an election rally.Adjusted to Bengali”Bhoy out, believe, BJP polling day,” the party’s message was accompanied by a series of election promises aimed at reinforcing the “Barossa” platform.

Apart from this, the BJP has also readjusted the tone and vocabulary of its slogans. It includes the religious and cultural identity of Bengal -“Joey Makali” and”Joy Maa Durga”—along with its “Jai Shri Ram” Chant.“Jotoi koro hamla, abar jitbe Bangla”To counter the BJP narrative, the TMC relied on identity and reinforced the narrative of “inside versus outside”. Reminiscent of 2021’s “Kayla Hobe,”TMC came up with”Jotoi koro hamla, abar jitbe bengali“(Attack whatever you want, Bengal will win again) as the slogan for the Assembly polls.The slogan, adapted into a three-minute campaign song, refers to attacks on religion and the Bengali language, and reiterates that the political fight is also about “saving Bengal’s pluralism,” whether in religion or personal choice.

Such as “Bayer Tek Bolji Ash, Nyom Kore Proti Maash” also quoted the word Citya time-honored term in Bengali.Borghi refers to the 18th century Maratha cavalry raiders who invaded Bengal several times between 1741 and 1751Over time, Borghi entered Bengali cultural memory through folklore and lullabies, most notably “chhele ghumalo,paada juraalo,borgi elo deshe”, symbolizing a sudden external threat.tamil nadu“Stalin Todarathum, Tamil Nadu Virattum”Seeking reelection of Chief Minister Stalin, DMK kicks off rallies in Tamil Nadu with song “”Stalin Todarathum, Tamil Nadu Virattum” (Let Stalin continue, let Tamil Nadu win).The party’s official campaign song puts Stalin at the forefront, describing the election as a fight to protect the country. It expressed concerns about the Northern Eagle, the controversial New Education Policy (NEP) and the SIR.

Revolving around the same theme, the lyrics warn of “eagles” coming in disguise only to be chased away – an apparent attack on the BJP and the Centre. Seeking a second consecutive term, the DMK is also banking on its welfare record against the BJP-AIADMK alliance.“Inga poti rendu perukku nadvila thaan…onnu DMK, innonnu TVK”Actor Vijay Talapathy’s TVK, which positions itself as a direct alternative to a state long dominated by the DMK and AIADMK, uses lines like “Inga poti rendu perukku nadvila thaan…onnu DMK, innonnu TVK(The competition here is between two people – DMK and TVK).The campaign relies heavily on Vijay’s mass appeal, with thousands flocking to rallies to hear him speak or catch a glimpse of him. Such as “whistle bodu” and”Visir Parakum” (Blow the Whistle; The Whistle Will Soar) added a high-energy, youth-driven edge that turned crowd participation into a visible display of momentum.“Makkalai Kappom, Thamizhagathai Meetpom”AIADMK-BJP alliance positions itself as challenger around slogan of ‘Tamil Nadu Rally Movement’Makkalai Kappom, Thamizhagathai Meetpom” (Let us protect the people, let us reclaim Tamil Nadu).

The election has been termed a “course correction” and the alliance believes that the state needs to be “rescued” from the current DMK government.The slogan seeks to capitalize on concerns about governance, law and order while projecting the alliance as the protector of the public interest.kerala“Matalund LDF willing?”LDF positions itself as the default choice, surrounding “Matalund LDF Alatay?” (Who else but LDF?).The messaging relies on continuity and credibility, with Chief Minister Pinarayi Vijayan at the center. With Kerala as its last major stronghold, the front has showcased its record of governance – from welfare provision and housing to infrastructure and advocacy for the eradication of extreme poverty.

The campaign has also sought to counter anti-incumbency forces by contrasting his tenure with the so-called “dark days” of the Alliance of Democratic Forces.“Kerala jayikkum, UDF nayikkum”The Congress-led UDF, on the other hand, campaigned on "kerala jayikkum, UDF nayikkum(Kerala will win and UDF will lead).The slogan positioned the alliance as a force capable of steering the country forward, with Leader of Opposition VD Satheeshan leading an aggressive push. The UDF has set ambitious goals to achieve a decisive victory in the 140-member parliament.“Maarathathu ini marum, Kerala valarum”In a bid to tap into Kerala’s bipolar politics, the BJP-led NDA has adopted the slogan “Maarathathu ini marum, Vararaum, Kerala” (This time change will come and Kerala will progress).The campaign sees the election as an opportunity for disruption, positioning the alliance as an alternative beyond the differences between the LDF and the United Democratic Front. The NDA focuses on specific constituencies and aims to translate its growing influence into tangible electoral breakthroughs.assam“BJP Sarkar again and again.”The BJP-led NDA has positioned itself on continuity and control, with its Assam campaign centered around “Time and time again the BJP government“(BJP government again and again) and manifesto theme”Surakshita Asom, Vikshita Asom” (Protected Assam, Developed Assam).

The message relied heavily on Chief Minister Himanta Biswa Sarma’s twin claims on population and development, describing the election as a high-stakes battle over identity and governance.“Gore Gore Ami”Among the regional players, Assam Jatiya Parishad (AJP) centered on "gore gore ammi” (We are in every home).The slogan seeks to emphasize grassroots presence and local connections, drawing on earlier identity-driven narratives such as “caste, mother, race(Community, Land, Culture). Other regional forces, including the AGP, echoed sentiments deep-rooted in the Assam movement, reinforcing themes of identity and regional pride.