Bharatiya Janata Party

Manufacturing an image

Print edition : May 16, 2014

Narendra Modi's road show before he filed his nomination papers in Varanasi. Photo: PTI

BJP leader Amit Shah. His campaign in Uttar Pradesh reinforced the Hindutva message. Photo: ANINDITO MUKHERJEE/REUTERS

A Modi supporter with his daughter dressed in a Bharat Mata costume at a BJP rally in Hyderabad on April 22. Photo: NOAH SEELAM/AFP

The tag line of this key BJP advertisement, meaning "Good days are ahead because Modi is coming", is crafted in such a manner as to sound like the Gita shloka "Whenever there is decay of Dharma ... God comes to the earth to save the earth". Photo: Prashanth Vishwanathan/Bloomberg

The theme of Hindutva runs parallel to the projection of the “Gujarat model” in the BJP’s campaign. Narendra Modi’s nomination from Varanasi, with its Hindu religious associations, bears this out.
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