MAHILA sashaktikaran ki aawaaz hoon; main Shivraj hoon, main Shivraj hoon 
 

Shivraj Singh Chouhan, the four-time Chief Minister of Madhya Pradesh, secured victory in the recent elections with a campaign focused on women's empowerment. Despite initial doubts within the BJP leadership about naming him as the face of the campaign, Chouhan strategically highlighted his schemes for women, including a 35% job quota announcement. He actively engaged in 'The Ladli Show,' showcasing his personal journey and commitment to women's issues. The show premiered on Chouhan's YouTube channel coinciding with the passage of the women's reservation bill in Parliament. Chouhan's emotional appeal, such as shedding tears during speeches and washing the feet of women at events, aimed to connect with voters. He presented himself as a family man, emphasizing his love for his late mother and his commitment to spending time with his wife and sons. Chouhan believed that women, constituting over 48% of the total voters in the state, would play a crucial role in his victory. The win marked a significant achievement for Chouhan, considering his uneasy relationship with the central leadership in the past.