Over the last two decades, Hindu nationalism has been combined with a type of national populism that has proven to be effective at the polls?first in Gujarat and then throughout India. Narendra Modi has been the driving force behind this transformation. On the one hand, he seduced Indians with the promise of development, while on the other, he polarised the electorate along ethno-religious lines. Both aspects of his particular national-populism were communicated to voters directly through the numerous and diverse channels of communication that have come to saturate the public space.