Decoding the winning slogans of the historic 2026 state elections: Anup Sharma

There is always that one moment in an election. The crowd is restless, speeches are long, promises are many. And then suddenly, one line lands. The crowd repeats it. It travels beyond the rally, into homes, into phones, into conversations.

That is the moment a slogan stops being a line and becomes a movement.

The recent Assembly elections across West Bengal, Assam, Kerala, and Tamil Nadu reminded us once again that campaigns today are not just about issues or ideology. They are about recall. And recall is built through sharp, memorable, repeatable slogans that behave like brand taglines, except they evolve with every election.

“Khela Hobe vs Khela Sesh” - The battle for narrative

In West Bengal, the All India Trinamool Congress has turned slogans into street culture. “Khela Hobe,” meaning “The game will be played,” became a symbol of confidence and political aggression. 

This time it evolved into “Khela Abar Hobe,” or “The game will happen again,” reinforcing continuity. The Bharatiya Janata Party countered with “Ebar Khela Sesh Hobe,” meaning “This time the game will end.” In one stroke, the election became a contest between continuation and closure.

What made it powerful was not just the words, but how they travelled. From graffiti to conversations, from rallies to reels, these slogans became part of everyday language. Yet, there is a fine balance. When slogans become too combative, they energise loyal supporters but can distance undecided voters looking for stability.

In this case Khela Sesh is the slogan driving a historic BJP win in West Bengal.

“Suraksha ya Pehchaan?” – Assam’s emotional choice

In Assam, the messaging was sharper and rooted in identity. The incumbent Bharatiya Janata Party used “Axomor Suraksha, BJP Pratigya,” meaning “Assam’s security is BJP’s promise,” along with “Viksit Assam, Jai Aai Assam,” blending development with cultural pride and also riding on double engine sarkaar - taking the Vikshit Bharat slogan from the BJP led central government theme. 

The key opposition Congress responded with “Mati Bachao, Jati Bachao,” or “Save land, save identity,” tapping into deep rooted concerns around belonging.

This was classic positioning. One side promised safety and progress, the other spoke of protection and identity. The familiarity of these themes made them powerful. In elections, what feels known often feels trustworthy.  And the voters decided they preferred xomor Suraksha, BJP Pratigya,”.

“Kadakku Purathu”- From controversy to campaign

Kerala showed how a single moment can be turned into a message.

The Congress party hits the incumbent government with “Kadakku Purathu,” meaning “Get out" a phrase which traces back to a 2017 incident when the Chief Minister Pinarayi Vijayan, during a tense interaction, asked journalists to leave. The remark was widely criticised as dismissive and symbolic of an abrasive leadership style.

Years later, that same phrase became a political slogan. It was no longer just a remark, but a way to question governance and accountability.
At the same time, the Bharatiya Janata Party used “Mattam Thudangam: Vikasit Keralam Modikkoppam,” meaning “Let change begin, a developed Kerala with Modi,” projecting aspiration and alignment with a national vision.

It seemed the voters indeed said “Kadakku Purathu” to the incumbent governemnt.

“Vibe Hai Toh Tribe Hai" vs "Pirappokkum Ella Uyirkkum" (All are equal by birth)

 Tamil Nadu’s new playbook

In Tamil Nadu, led by the Dravida Munnetra Kazhagam, the campaign moved beyond traditional slogans. “Vibe with MKS” was not just a line. It was a format, a feeling, a digital conversation.

It showed Chief Minister M K Stalin engaging with influencers and youth in a relaxed, relatable way. 

Yet it was Joseph Vijay Chandrasekhar's slogan "Pirappokkum Ella Uyirkkum" (All are equal by birth), based on a Kural verse, that struck true with the voters, reducing DMK to the third party.

The history of elections

Every election, a new tagline

There is a strong parallel between political slogans and brand taglines. While Brand tagline stay consistent for years the political slogans change with every election, while trying to retain the core identity - and also customising it depending on the current issues and also the coalition partners.
Take Narendra Modi. From “Abki Baar Modi Sarkar” to “Acche Din Aane Wale Hain” to “Modi Hai To Mumkin Hai,” each slogan reflects a different phase of the same political brand. The voice stays familiar, the message adapts to the moment.

This is branding in motion. Political parties are not just contesting elections, they are constantly refreshing their narrative to stay relevant.

When moments become messaging

Some slogans are not created. They are captured. The “chaiwala” narrative around Narendra Modi turned a point of criticism into a story of relatability and aspiration. “Khela Hobe” captured the spirit of contest and energy. “Kadakku Purathu” turned a controversial remark into a political statement.

The best campaigns are those that listen closely to such moments and convert them into language that people can own and repeat.

The Eight Words That Win Elections

There is also science behind this art. Political consultant Chris Bruni Lowe and his research team studied thousands of slogans across the world and found eight words that frequently appear in winning campaigns. People, Change, Democracy, Strong, Together, New, Time, and Better.
These words work because they are universal. They tap into instinct. But they are not a formula. A slogan works only when it fits the mood of the election.

“Garibi Hatao to Abki Baar ” -The Legacy of Simplicity

India’s political journey is filled with powerful slogans. Indira Gandhi’s “Garibi Hatao” spoke directly to the masses and defined an era.
Decades later, Narendra Modi’s “Abki Baar Modi Sarkar” created a personal, repeatable connect that spread across the country.
Different times, different contexts, but the same principle. Simplicity wins.

Simple. Emotional. Memorable. That’s the Formula

A great slogan is never just written, it is discovered. It must be simple enough to remember, emotional enough to connect, and clear enough to define a choice. Most importantly, it should feel like something people would say themselves. That is when it travels.

Beyond the Slogan, Into Reality

There is one truth campaigns cannot ignore. Slogans can start conversations, but they cannot finish them. Today’s voters engage with the creativity, but they measure governments by outcomes. If the promise does not translate into real life change, even the most powerful slogan fades quickly.

The final verdict is in the Ballot Box

Slogans remain the sharpest tool in political communication, but their role has evolved. They are no longer just lines on posters. They are the starting point of a larger narrative that includes digital storytelling, cultural relevance, and on ground credibility. Because in the end, elections are not won by words alone. But the right words, at the right time, can define the mood of an election. And sometimes, that is where victory begins.

Anup Sharma, is a PR & political strategic communications advisor and co-founder - Quivora Advisory and BAJAKO