Opinion How BJP is using Hindi to move beyond Hindutva

The party has skillfully merged Hindutva with a nuanced language-focused approach to establish a unique political persona. Beyond mere religious symbols, the BJP’s proficient utilisation of Hindi stands out as a defining element that surpasses conventional divisions of religion and language. While regional languages flourish, Hindi assumes a prominent role without eclipsing the rich linguistic variety, aligning Hindutva with the promotion of Hindi making it into “Hinditva”.

It’s imperative to understand the BJP’s politics, extending beyond religion to encompass the state-as-nation concept. The representation of development in Hindi becomes a potent political tool, influencing voters and solidifying the connection between speaking Hindi and expressing Indianness. This linguistic ideology creates a narrative that goes beyond religious affiliations and speaks to the broader identity of being Indian.

Hindi for campaigns, advertisements, slogans

The BJP excels in leveraging Hindi at the forefront of its political playbook. Iconic slogans like “Sabka Saath, Sabka Vikas”, “Achhe Din”, and “Main Bhi Chowkidar”, along with the “Ek Bharat, Shrestha Bharat” campaign, strategically crafted in Hindi, form the backbone of their electoral narrative. In pivotal election rallies, Hindi takes precedence, ensuring these slogans deeply resonate, even in non-Hindi-speaking states. This deliberate linguistic choice weaves a thread that underscores the party’s commitment to inclusive development and national unity. By strategically using Hindi, the BJP’s message resonates on a pan-India scale, portraying itself as a unifying force amidst India’s linguistic diversity. This tactical use of language showcases the BJP’s prowess in employing Hindi as a potent electoral tool, effectively connecting with a diverse audience across the linguistic spectrum.

The BJP adeptly weaves Hindi into its narrative of progress and development, using advertisements, campaign materials, and speeches to portray a vision of national prosperity rooted in the language. This strategic linguistic framing positions the BJP as the flagbearer of a progressive India, where Hindi symbolises more than just a linguistic choice — it embodies aspirational growth. Simultaneously, the rise of Hindi culture as a symbol of affluence, evident in Bollywood-driven media and lavish wedding displays, starkly contrasts with the underdeveloped status of the Hindi belt. Leveraging this cultural dominance, the BJP, often associated with a Gujarat-centric identity, strategically leverages Hindi to transcend regional barriers, challenging stereotypes and expanding its political appeal across diverse demographics. Thus, Hindi culture becomes a potent tool in the BJP’s arsenal for political ascendancy.

Hindi as a unifying force

The political theatre witnessed during Amit Shah’s formidable election roadshow in Kolkata, juxtaposed against Mamata Banerjee’s TMC, epitomised the influential role of Hindi in shaping the political discourse. The inclusion of bhangra and garba dancers, the resonating melodies of Hindi bhajans, and the spirited performances of patriotic Bollywood tunes made it more than a mere electoral spectacle. It symbolised the BJP’s concerted efforts to promote Hindi as the glue within India’s culturally diverse terrain. Yogi Adityanath, another prominent figure within the BJP’s ranks, adeptly connects with the masses, cutting across linguistic barriers with his impassioned Hindi-laden rallies, even when conducted in the far southern regions. This strategic emphasis on Hindi not only reinforces the BJP’s political narrative but also reflects an ongoing endeavour to harness linguistic resonance as a potent tool in national politics.

During the Winter Session of Lok Sabha 2021, an incident involving Tamil Nadu MP Kanimozhi attempting to pronounce “Atmanirbhar Bharat Abhiyaan” brought attention to the challenges faced by non-Hindi speakers when dealing with predominantly Hindi-named welfare schemes. This issue reflects a historical trend dating back to the 1980s when schemes were primarily named in English. Kanimozhi’s remarks highlight the ongoing discussion about linguistic inclusivity in politics, which intersects with the broader transition witnessed since the late 1990s. The rise of Hindi as the dominant language in Delhi’s power circles, displacing English, has rejuvenated the Hindi heartland and fueled a form of Hindi nationalism that often masquerades as Indian nationalism. This linguistic shift, coupled with the BJP’s strategic alignment with Hindi, strengthens the party’s connection with the nation’s values, resonating across diverse societal segments and reigniting debates on linguistic inclusivity in governance and policymaking.

The BJP’s politics of Hinditva deploys Hindi even in the nomenclature of welfare schemes. The use of language in naming schemes goes beyond mere communication; it becomes a political tool that shapes perceptions, unites diverse linguistic identities, and solidifies the party’s image as a national force with a linguistic resonance extending well beyond the Hindi heartland. The BJP’s Hinditva in naming welfare schemes challenges the status quo, prompting a reevaluation of linguistic inclusivity in India’s political discourse.

Transcending religious, regional, cultural borders

While the BJP’s strategic use of Hindi has been effective in creating a pan-India appeal, it has not been without challenges and controversies. The intensity of linguistic and political struggles tends to ebb during periods of true coalition governments in Delhi, where non-Hindi belt elites find representation. Conversely, it flares up when such representation is absent, underscoring the intricacies of India’s linguistic and political mosaic. Navigating linguistic sensitivities requires a delicate balance, and the BJP’s approach will continue to be scrutinised in the evolving political landscape.

In navigating the politics of Hinditva beyond Hindutva, the BJP has crafted a distinctive political identity that goes beyond religious and regional boundaries. The strategic use of Hindi as a linguistic tool has allowed the party to connect with a diverse audience, projecting an image of pan-Indian inclusivity. From the deliberate choice of Hindi in iconic slogans to its cultural projection in political events, the BJP’s linguistic acumen stands out as a defining feature of its political strategy. It prompts a deeper exploration of how the strategic use of Hindi influences the nuanced political landscape of contemporary India. The BJP’s journey is a symphony that echoes beyond the realms of Hindutva, resonating with the diverse linguistic identities that shape the nation.

The writer is a South Asia geopolitical analyst based out of London