'Jai Shri Ram', 'Jai Shivaji', 'Jai Shiv Rai': Why slogans matter in Maharashtra politics

Shiv Sena (UBT) chief Uddhav Thackeray

Since its inception, Shiv Sainiks have greeted each other with the slogan "Jai Maharashtra." However, a recent directive by Uddhav Thackeray instructs his party workers to respond with "Jai Bhavani" or "Jai Shivaji" if someone from the BJP greets them with "Jai Shri Ram." Recently, NCP (SP) has asked its workers to greet people with the slogan "Jai Shiv Rai."

Slogans have long been a part of political identity, but in the current discourse, they are also being used as instruments to counter political adversaries. Most political slogans have their roots in history or religion. Interestingly, in some cases, two opposing parties in Maharashtra use the same slogan.

For the past few centuries, most Hindus in the cow belt have greeted each other with a polite "Jai Ram ji ki..." The slogan "Jai Shri Ram" was not widely used and was primarily heard in religious plays like Ramleela. However, the Ram Janmabhoomi agitation launched by the Sangh Parivar and politically adopted by the BJP in the late 1980s popularized "Jai Shri Ram." Over the years, it became a slogan associated with aggressive Hindutva and right-wing politics.

Recently, at a public gathering, Uddhav Thackeray targeted the BJP, emphasizing the communal connotations that "Jai Shri Ram" has acquired in recent years. Accusing the BJP of poisoning society, Thackeray urged his Shiv Sainiks to respond with "Jai Bhavani" and "Jai Shivaji."

These slogans reaffirm Shiv Sena (UBT)'s commitment to regional politics, and Thackeray’s directive should be viewed in the context of the upcoming BMC elections. While Thackeray’s Shiv Sena claims to uphold Hindutva, the BJP and the faction led by Eknath Shinde accuse him of straying from the Hindutva ideology envisioned by Bal Thackeray. Unlike the BJP, Thackeray’s Hindutva lacks an anti-Muslim stance, and in the Lok Sabha and Vidhan Sabha elections last year, his party secured a significant number of votes from Muslim-majority constituencies. Now, within his party, there is a view that regional sentiments should be prioritized for the BMC elections.

Raj Thackeray’s party, MNS, failed to connect with Marathi voters, as seen in the recent Assembly polls. The Shiv Sena (UBT) could use Marathi identity politics to reconnect with voters. "Jai Bhavani" has been a Maratha war cry since the time of Chhatrapati Shivaji. Leaders and workers of both Shiv Sena factions and MNS continue to use "Jai Maharashtra," emphasizing their focus on regional pride. Leaders from these parties end their speeches with "Jai Hind! Jai Maharashtra!"

The recently released Bollywood movie "Chhava," based on Chhatrapati Sambhaji's life, has drawn political interest. Some parties are trying to capitalize on the emotions the film has stirred. Across Maharashtra, political parties have sponsored special screenings. A few BJP-ruled states have even declared the movie tax-free. Seizing this momentum, NCP (SP) has instructed its workers to use "Jai Shiv Rai" as a greeting. Recently, the party’s Maharashtra chief, Jayant Patil, urged workers to use "Jai Shiv Rai" while starting speeches or greeting someone on the phone.

Other active political parties in Maharashtra also use slogans with religious or historical significance. For example, the All India Majlis-e-Ittehadul Muslimeen (AIMIM) uses "Jai Bhim, Jai Meem." All factions of the Republican Party of India (RPI) use "Jai Bhim," in tribute to Dr. B. R. Ambedkar. Leftist parties use "Lal Salaam," while Samajwadi Party workers say "Jai Samajwad." Even underworld don Arun Gawli’s political party has a slogan—"Jai Shambhu Narayan."