As part of the BJP's campaign push for Maharashtra’s Assembly elections, Prime Minister Narendra Modi's slogan, "Ek Hain Toh Safe Hain" (Together, We Are Safe), featured prominently in statewide newspaper ads on Monday. The phrase, meant to criticize Congress for allegedly encouraging social divides within marginalized communities, underscores the party's efforts to highlight unity in the face of alleged divisive tactics.

The BJP’s ad, showcasing this slogan, also includes the logos of its Mahayuti alliance partners, Shiv Sena and Ajit Pawar's faction of the NCP. Speaking at a recent rally in Dhule, Modi accused Congress of perpetuating caste conflicts, suggesting they aimed to hinder the progress of Scheduled Castes (SCs), Scheduled Tribes (STs), and Other Backward Classes (OBCs). “They don’t want these communities to move forward or be acknowledged,” Modi stated, affirming, “Remember, we are safe if we stay united.”

The slogan quickly sparked backlash from Congress and other opposition groups, who argued that the BJP was promoting fear and stoking divisions among communities. Congress President Mallikarjun Kharge questioned the need for such a message, contending that no segment of society truly felt threatened. Kharge went on to claim that the real threat to the country was posed by the BJP, the RSS, and prominent leaders like Modi and Union Home Minister Amit Shah.

BJP ally Ajit Pawar’s NCP faction also voiced concerns, with Pawar openly challenging the tone of Modi’s message. He objected to the slogan’s original form, “Batenge, Toh Katenge” (Divided, We Fall), previously used by Uttar Pradesh Chief Minister Yogi Adityanath, saying such rhetoric would not appeal in Maharashtra, where the focus should be on development rather than divisive language.