In Gujarat and outside it, for politically active, upwardly mobile youth of a certain worldview—aspiring, consumerist and yet traditional in a middle-class way—Brand Modi just rocks. “He’s that rare leader with a mind of his own. And his credibility speaks for itself,” says Amar Govindarajan, a young IT professional from Coimbatore. Modi, it must be conceded, has crafted an effective strategy to sell himself, and his hyperactive propaganda machine has succeeded in building him up as a Dabaang-style hero.