How did a `chai wallah` who sold tea on trains as a boy become Prime Minister of India? On May 16, 2014, Narendra Modi was declared the winner of the largest election ever conducted anywhere in the world, having fought a campaign unlike any before. Political parties in Britain, Australia & North America pride themselves on the sophistication of their election strategies, but Modi`s campaign was a master-class in modern electioneering. His team created an election machine that broke new ground in the use of social media, the Internet, mobile phones & digital technologies. Modi took part in thousands of public events, but in such a vast country it was impossible to visit every town & village. The solution? A `virtual Modi`
- a life-size 3D hologram
- beamed to parts he could not reach in person. These pioneering techniques brought millions of young people to the ballot box
- the holy grail of election strategists everywhere
- as Modi trounced the governing Congress Party led by the Gandhi dynasty. Former BBC correspondent & Downing Street communications expert Lance Price has been granted exclusive access to Prime Minister Narendra Modi & his team of advisers. With complete freedom to tell it as he finds it, he details Modi`s rise to power, the extraordinary election victory & its aftermath. The Modi Effect: Inside Narendra Modi`s campaign to transform India lifts the lid on a whole new box of tricks, where message-management & IT wizardry combined to create a vote-winning colossus of awesome potency.