New paradigms of democracy-Elections 2014

The general elections in India are the biggest spectacle of democracy in the world. In the 2014 election, data from the Election Commission of India state that there were more than 800 million eligible voters in India. The Bharatiya Janta Party (BJP) emerged as the single largest party and the National Democratic Alliance led by the BJP toppled the 10-year regime of the Congress-led United Progressive Alliance (UPA). Exit polls and optimistic projections could not predict the actual outcome of the election; the BJP securing an absolute majority. Unarguably, the single largest factor behind this thumping victory was the Modi-wave— a factor of anti-incumbency, unprecedented marketing techniques, and general economic insecurity of the electorate.
Elections 2014 truly exemplified the virtues of new communication techniques, ground-breaking strategy, and the organizational death-trap called complacency. BJP’s campaign was a success story carved from hard-work, innovation and customer ins