Includes bibliographical references (pages 207-210) and index.

Is 2014 election a game changer? -- Trends in election campaign since independence -- Coalition era starts -- The India shining campaign and its failure -- Gujarat riot and the incumbent government -- The top-driven congress campaign for political mobilization -- India against corruption, a campaign builds up -- The leadership-centric election campaign -- The election campaign and the manifest and subtle articulation of political messages -- Assessing the election campaign -- The role of social media in political mobilization -- The unique 2014 national poll in India -- Reinventing political communication-the Modi interlude -- Conclusion : marketizing an ideology-driven dream.