Of ‘fire si fire’, literature and memorable lines

As governor of Gaul, he had conquered vast territories, but his ambitions stretched far beyond provincial borders. Rome, the prize he coveted, lay just beyond that thin ribbon of water. He understood that one step forward would ignite a war. His jaw tightened, he turned to the river, glanced upstream, and addressed it as if speaking to a god: “Alea iacta est.” The die is cast. With those words, Caesar crossed the Rubicon River, beginning the war that would make him the undisputed ruler of Rome.

“Alea iacta est.” Just three Latin words, yet a line that has survived its speaker by over two thousand years. The phrase marked a point of no return — the moment when hesitation gave way to irreversible action. Like all great slogans, it compresses an entire drama into a few unforgettable words.

It was while reflecting on the enduring power of such ancient slogans that I thought of Kenya’s hottest political slogan now: “fire si fire, noma si noma” (loosely translated as “fire is no fire, trouble is no trouble”). The slogan could metaphorically mean “I am intensity” (fire) and awesome (noma) and is associated with Deputy President Kithure Kindiki

“Fire si fire, noma si noma” somehow naturally fits DP Kithure Kindiki. Some phrases start like sparks — small, bright, and mischievous — and somehow capture the mood of a nation. This one dances off the tongue with the swagger of street wit, yet carries the unmistakable signature of a man who has learnt to read his political environment and to adapt. In those six words lies a celebration of energy, momentum, and moments filled with possibility.

“Fire si fire, noma si noma” was once tossed around in casual banter, but now carries a different weight. A simple chant has gone viral and is now a tool for political mobilisation.

Deputy President Kindiki used the phrase extensively in the Mbeere North by-elections, which proved a good place to light a fire. Since he took office slightly over a year ago, the sharpest attacks have probably come from his predecessor, former Deputy President Rigathi Gachagua, who has mocked him incessantly.

Gachagua is a master of the pointed barb — loud, brash, and unfettered — filled with terrifying bravura. He moves and breaks things in his wake with a touch of caustic humour and memorable political cameos. In the North Mbeere campaigns, Gachagua ran the opposition team with his trademark swagger, bending over wooden gates as he moved door to door, even campaigning among the relatives of his opponents. He looked relaxed and formidable, with the sly smile of a victor.

Read: How DP Kindiki beat Gachagua in Mbeere North

In swift retribution, understanding that politics is demolition art, the DP came out guns blazing. Both on tenterhooks, the DP and Gachagua veered toward a bitter, predictable public brawl. The DP led the armada of government forces in Mbeere North with the discipline of a wartime general breaking an opponent’s line of defence. “You come with arrogance and boastfulness... You, Goliath... Your days are over,” the DP thundered against Gachagua.

Abandoning his trademark restraint, with everything electric, neon-bright, and a seemingly glowing halo around him, the DP looked down at the crowd from the rooftop of his car and, with all the sincerity of a man who had found his mojo, cried out occasionally, “fire si fire, noma si noma?” It was a battle cry. And it worked.

Literature has several memorable lines. “Call me Ishmael” is a three-word identity statement that became famous from Herman Melville’s Moby-Dick. Another famous line is “To be, or not to be” from William Shakespeare’s Hamlet.

Slogans such as “fire si fire” endure because they compress many ideas into a few unforgettable words. Political slogans give voters something simple, emotional, and repeatable to remember.

First, memorable slogans succeed by repeating a few words over and over until they become an anthem. When people are overwhelmed by many complex campaign issues, a short slogan becomes an anchor to hold onto.

Second, slogans stick because they are musical and even “danceable.” “Fire si fire, noma si noma” has a musical cadence to it and can even be choreographed into a TikTok dance — three steps forward on “fire si fire,” three spins back on “noma si noma.”

Third, slogans are memorable because they become rallying cries that bring supporters together, fostering belonging. A slogan that can be shouted in unison at a rally has already won half the battle.

“Fire si fire, noma si noma” is one such slogan. It has also marked DP Kindiki’s transformation from a restrained politician into one who breathes fire (“fayaa”), throws zingers, and sits back to watch his opponents burn. According to the Deputy President, everything is “fayaa”.Christmas Day was fayaa. The New Year is fayaa. The president is fayaa. Even his own transformation, he would say, is fayaa. May 2026 be a great year (fayaa) for us!

The writer assists people in documenting their memoirs. [email protected]