Baghel picked up a conch and as supporters egged him on, blew it for over 15 seconds. The photograph became iconic and the party used it on all posters with a catchy slogan, "Bhupesh hai toh bharosa hai (If there is Bhupesh, there is trust)." A carefully crafted election campaign under Baghel saw the party win a record 68 seats in the 90-member assembly. Baghel, a grassroots leader from other backward classes (OBC), became the chief minister.