If Indian Prime Minister Narendra Modi wins this spring's general election, as is widely expected, it will also be another massive victory for the marketing machine created to amplify his brand into every Indian living room.
Opinion polls regularly show Modi is India's most popular politician, and to turn that appeal into votes, his ruling Bharatiya Janata Party (BJP) has pulled out all the stops from the most modern methods of communication to the very traditional.
There is the recently launched NaMo TV channel dedicated to the 68-year-old leader, a Narendra Modi mobile app that has been downloaded by 100 million people, and a massive social media following across every major platform in India.