“The 2014 Modi pre-election campaign was inspired by the 2012 campaign to elect Barack Obama as the “world’s first Facebook President.” Some of the managers of the Modi campaign like Jain were apparently inspired by Sasha Issenberg’s book on the topic, The Victory Lab: The Secret Science of Winning Campaigns. In the first data-led election in India in 2014, information was collected from every possible source to not just micro-target users but also fine-tune messages praising and “mythologizing” Modi as the Great Leader who would usher in acche din (good times) for the country.“
Read the excerpt on the SACW website.