In public life and governance, leaders often coin and propagate simple slogans to achieve desired results. We had Quit India (Bharat Choro) during the independence movement. Often, very little thought and effort goes into implementation of these slogans. The aim is often to gain power by sounding good to citizens but doing little after say an election is won. Questions are also being raised when taxpayer’s money is used to publicize such slogans for individual or specific political party.
Here attention is brought to some slogans of post independence period.
Jai Jawan Jai Kisan
Jai Jawan Jai Kisan was a slogan given by the Prime Minister of India, Lal Bahadur Shastri in 1965 at a time when India faced twin challenge of aggression from neighbours and acute food crisis.
Shastri gave the slogan ''Jai Jawan Jai Kisan'' to increase the morale of soldiers to defend India and simultaneously cheering farmers to increase the production of food grains thereby reducing dependence on import. It was a popular and successful slogan.
Lot of work was done to realise this slogan. White revolution (increase in milk production) happened due to leadership provided by Shastri who took personal interest in Amul. National Dairy Development Board (NDDB) was set up in 1965 which helped in this cause.
Garibi Hatao was slogan of Indira Gandhi's 1971 election campaign. The slogan and the poverty alleviation programs that came with it were designed to give Gandhi an independent national support, based on both rural and urban poor. This would allow her to by-pass the dominant rural castes and the urban commercial class. Consequently, the poor would align (vote!).
The initiatives for garibi hatao, though carried out locally, were funded, supervised, and staffed by Centre . Garibi Hatao did little - it is estimated that only about 4% of all funds allocated for economic development went to the three main anti-poverty programs, and hardly reached the 'poorest of the poor'. What it definitely do was help secure Mrs Gandhi's election.
India Shining was a slogan referring to the overall feeling of economic optimism in 2004. The slogan was popularized by the then-ruling BJP for the general election, 2004.
This slogan was initially intended to promote India internationally. Advertising firm Grey Global Group had the campaign account. The slogan and the associated campaign was overseen by Finance Minister Jaswant Singh.
After electoral debacle, negative assessment of the India Shining campaign was echoed by many including Lal Krishna Advani.
Achhe Din Aanewale Hain
Let us see what becomes of this !
More by :
Navin Chandra Mishra
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