In Indian Election, It's Party vs. Personality

Campaign Modi is the end product of a complex web of backend outreach initiatives largely driven by technology. While Modi dominates traditional election posters, extolling voters to vote directly for him (rather than BJP), a dedicated group works behind the scenes to push brand Modi through social media and other internet platforms. With youth as the focus, relentless data mining and targeted content development are evocative of Barack Obama's 2012 US presidential campaign. In contrast, Congress's poll pitch stresses party over personality. Sans a prime ministerial candidate, Congress election posters depict Rahul Gandhi flanked by people from different walks of life. This follows Rahul's beehive analogy expounded earlier, which described India as a large, decentralised collective. Unlike BJP candidates seeking votes using Modi-for-PM rhetoric Congress candidates have a more parliamentary style, stressing work done by them in their respective constituencies to win voters over.