Marketing brand Rahul

Not so long ago, he was a mascot of the youth. Now he wants to be seen as the voice of the aam aadmi. Great branding it may be, but success is harder fought. Even before he entered active electoral politics, Rahul Gandhi was a man with superstar status in India. Little was known about him, except that he belonged to the first family of Indian politics and was expected to succeed three prime ministers before him from the Nehru-Gandhi clan. And since two of them, his father and grandmother, were victims of political assassinations, he grew up almost in secrecy with rings of security around him, and went overseas for higher education.

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