SRINAGAR: The much-anticipated Assembly elections in Kashmir, held after a decade-long hiatus, have not only seen fierce political rivalries but also the rise of a captivating slogan war. As parties ramped up their campaigns, a catchy phrase coined by PDP’s Iltija Mufti became a focal point in the final days of electioneering.
The chant, zoon ho zoon ho, PDP zoon ho, initially sparked by Iltija herself, quickly became a rallying cry for the party’s supporters. In her own campaign, Iltija personally led her crowds in chanting the slogan, breathing new life into a party widely perceived to be struggling. What began as a pithy slogan for PDP evolved into an anthem that reverberated across Kashmir’s political landscape.
But the catchy phrase didn’t just stay within PDP circles—it crossed party lines. The National Conference (NC), led by its charismatic leader Omar Abdullah, found the slogan’s rhythm and appeal too powerful to resist. In a surprising turn, NC supporters began chanting their own version, zyeun ho zyeun ho, albain zyeun ho (victory, victory, plough victory), referencing the party’s electoral symbol, the plough. Even Omar Abdullah himself posted a picture on social media showing his inked finger after voting, captioning it with the NC-adapted version of Iltija’s slogan.
While some saw NC’s adoption of the slogan as a strategic move, Iltija Mufti was quick to claim it as a victory. “Imitation is the best form of flattery,” she said, mocking her rivals for being “copycat monkeys”. What started as a small PDP chant had now grown into a phenomenon too captivating for even their staunchest competitors to ignore.
Iltija’s slogan became an instant hit on Kashmiri streets, shared widely on social media platforms, WhatsApp forwards, and even hummed by passersby without realising its political origins. Its simplicity and musicality gave it an almost nursery rhyme-like quality, making it easy to remember and repeat. For the PDP, this was a morale booster, at a time when the party’s future seemed uncertain, with many viewing it as a shadow of its former self.
However, her mispronunciation of the Kashmiri word zoon (moon) as zyeun (win) did not go unnoticed, especially by NC supporters, who gleefully pointed out the error. Nevertheless, the catchy nature of the slogan transcended such mockery and took on a life of its own.
As Iltija worked to correct her pronunciation—transitioning from zoon to zyeun—the slogan only grew louder at PDP rallies, where crowds erupted in rhythmic chants and celebratory dancing.
With just days remaining until the final phase of voting, the NC-PDP rivalry has intensified, and the slogan war has added a new dimension to an already heated contest. Despite the delayed elections and high stakes, Iltija Mufti believes her slogan has already secured a small victory, claiming that the adoption of her chant by NC is a testament to its power.
Interestingly, the political parties contesting in Jammu and Kashmir have similar manifestos, same speeches, same slogans, and songs. Bankho Wazir Aala is a folk songs that all parties have been using in their campaigning.