"Someone once asked me what would be the best job in Indian politics? I said, to be leader of the Opposition with Sonia Gandhi as prime minister!"
—BJP leader Arun Jaitley's favourite joke
They are glib, sharp and media-savvy. The marketeers of Brand BJP are in many ways different from the politicians of the past. Over the past 15 years, they have successfully sold Big Ideas to the nation. The Ram mandir at Ayodhya, Atal Behari Vajpayee as a larger-than-life phenomenon, the Terrorist Threat, Resurgent India and so on.