From '400 paar' to 'khata khat': How BJP, India bloc used catchphrases to attract voters in 2024 polls

India’s seven-phase long election marathon flew by in a flash, leaving the pollsters and citizens wondering where the time went.

In this sweltering heat wave, things got spicier thanks to the politicians’ catchy slogans and phrases. From the old-school charm of slogans blaring from rickshaw loudspeakers to the non-stop buzz on our smartphones, one found it quite difficult to miss these punchy speeches.

Now, let's talk about the masters of slogans and catchphrases, the ruling Bharatiya Janata Party. Perhaps, their lines had it all—rhyme, rhythm, and that special "oomph" factor that their supporters find difficult to not repeat in their day to day lives.

Who can ignore the ambitious "Aab ki baar 400 paar" or "Teesri baar Modi sarkar" slogans parroted by supporters of the BJP and Prime Minister Narendra Modi? These phrases sparked widespread discussion, with everyone pondering whether Modi would indeed achieve this goal or face an unexpected upset. For a second, forget about the probability of NDA reaching 400 seats- the phrase did manage to create a chatter among the populace.

But the Opposition wasn't just sitting back and watching. They had their own arsenal of zingers, like "iss baar tadi paar," adding some spice to the electoral battleground.

With each catchy slogan, the BJP took the lead in shaping the narrative, leaving the Opposition scrambling to respond. In 2019, despite facing relentless attacks like 'Chowkidar Chor Hai' from Rahul Gandhi, the BJP cleverly turned the tables with their 'Main Bhi Chowkidar' campaign. It hit close to home and resonated with the public.


Let's dive into the flavour of the season—the onomatopoeia.

In the midst of promises and pledges, the Congress introduced a unique sound to signify its intent: "khatakhat khatakhat." This sound, like coins jingling into individual accounts, captured the imagination of the politicians and the. Even though money is electronically transferred nowadays, the sound clicked.

Congress’ Gandhi at a speech mentioned their intention to do a wealth survey, followed by a plan to redistribute wealth. The Congress speaks of plan to swiftly transfer money into the accounts of women if voted to power, prompting brickbats from the BJP.

But the BJP, known for its prowess in sound engineering, couldn't match "khatakhat khatakhat." Instead, they embraced it. PM Modi even used it to jab at the Congress, highlighting their alleged lack of action.

Modi criticised the Gandhi family, saying, “Gandhi family were born in palaces, these princes are not used to working hard or getting results. This is why they say the country will develop on its own. How? Khatakhat, khatakhat! People of Raebareli will also send them back home khatakhat khatakhat," he added.

In an election where the BJP seeks a third consecutive term, this catchy phrase took centre stage, overshadowing even the BJP's own slogans like "400 paar."

And it wasn't just the BJP; even the Congress's allies embraced "khatakhat khatakhat."

But this sound isn't alone in the universe of election sounds. It has spawned companions like "takatak takatak" and "safachat safachat," becoming a whole family of onomatopoeias.

From Tejashwi Yadav's "fatafat fatafat" to Akhilesh Yadav's "gatagat gatagat," everyone jumped on the sound bandwagon.

Tejashwi Yadav, spearheading the INDIA bloc campaign in the eastern state, declared, "You will get jobs fatafat (rapidly), fatafat, fatafat. BJP will be safachat safachat (wiped clean). Congress and Laltain will get votes thakathak."

Meanwhile, the other “shehzada”, as referred to by PM Modi, Samajwadi Party’s Akhilesh Yadav criticised the BJP leader. "Those who said they would neither be corrupt nor let anybody else be corrupt, received donations for vaccines and got huge sums of money from electoral bonds. Those people are saying gatagat gatagat gatagat (gulp)."

This is how "khatakhat khatakhat" has become the defining sound of this election, making it memorable in a way slogans couldn't.