Winning friends and influencing voters

Slick marketing has been one of the most notable elements of the Bharatiya Janata Party's (BJP's) election campaign. This is of a piece with its chosen image as a purposeful party that means business, in every sense of the term. Who can forget the innovations of its 2004 campaigns: the catchy Bijli, Paani, Sadak slogan and personalised voicemail appeal couched in the magisterial tones of Prime Minister Atal Bihari Vajpayee.

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