When it comes to Shiv Sena, the party’s primary association is Balasaheb Thackeray (the leader) and Shiv Sainiks (his sena). I would rather say that the party leader, Shri. Balasaheb, has earned love and respect of several and his name can be used interchangeably with that of the party’s. There are several secondary associations around Shiv Sena; the list includes Hindutva, Marathi Manus, Energy, Aggression, Youth and more…

Shri. Balasaheb, who was then a political cartoonist with The Free Press Journal in Mumbai, founded the party on 19 June 1966. In the early days, Saheb campaigned against the growing influence of non-Marathis in Mumbai. One of the popular slogans coined during those days was – “Pungi Bajao, Lungi Bhagao” ("Blow the flute, and drive the Lungi or South Indians away"). He was an advocate of the Maharashtrian community and supporter of inclusion of Maharashtrians in Mumbai's political and professional landscape.

In addition to ‘the Son of Soil’ cause, Shiv Sena started emphasizing on Hindutva ideology in the 1970s. Women & children safety is yet another case that Shiv Sena has always been supporting. Shri. Balasaheb’s demise has certainly created a void in the party and now with the upcoming state assembly election all eyes are set on Sena chief Shri. Uddhav Bal Thackeray and Yuva Sena chief Shri. Aditya Uddhav Thackeray!

Aditya Uddhav Thackeray is in his early 20s and has been gaining popularity just the way his grandfather did. Interestingly, just like his grandfather, he seems to be an artist – poems and photography are his passions! When it comes to politics - he has not only been working on several issues concerning the youth but also he has been focusing on country’s pressing issues including farmer suicide, women safety, senior citizen welfare, corruption and so on. Development of Maharashtra and protection of rights of Mumbaikars enjoys top positions on his agenda. Some of his tweets highlight the need of the hour; one such tweet read, “Let’s stop talking Politics; let’s talk Development”. However all the associations are very lose and he certainly needs to tighten them to emerge as a strong brand.

The latest general election has proven that people in India have emerged over caste, creed and other sentiments and elected the government that promised development. Does this mean that the party and its leaders need to reinvent themselves and adopt a brand new positioning? Well, time alone will answer the question; however, given the dynamics of the political environment and changing behaviour of Indian voters, Aditya Uddhav Thackeray will definitely have to do things differently! He’s looked up on as the future of the party and he shoulders the responsibility to make it Bright… maintain the ORANGE!