Rajdeep Sardesai explains how marketing professionals run Narendra Modi’s and BJP’s social media

'“No leader probably anywhere in the world is as obsessed with social media as Modi is, he even gets a detailed list of which social influencer has tweeted what about him every evening,” claims a former government official. Every prime-ministerial tweet is vetted by more than one individual before being officially “cleared”, each tweet is aimed at shoring up Modi’s stature as the country’s tallest leader. As Gujarat chief minister, he would often tweet angrily against the Manmohan Singh government: for example, when the rupee was falling in 2013, he tweeted, “UPA government and the Rupee seem to be in a competition with each other on who will tumble down more.” But once he was prime minister, the tweets revolved almost entirely around his achievements or the rituals of high office, like birthday greetings to his political rivals. “We don’t do anything off the cuff on Twitter or Facebook like a Donald Trump might, each tweet is carefully planned,” claims a Team Modi member...'