Bidyut Chakrabarty is Vice-Chancellor, Visva Bharati, West Bengal. He was Professor in the Department of Political Science in University of Delhi till November 2018. He completed his PhD from London School of Economics and has been associated with teaching and research for more than three decades. He has taught in several prestigious educational institutions, such as the London School of Economics; Indian Institute of Management (IIM) Calcutta; Monash University, Australia; National University of Singapore; Hamburg University, Germany. Professor Chakrabarty has authored several textbooks and academic books. Among his publications are Public Administration: From Government to Governance (2017), Winning the Mandate: The Indian Experience (2016), Communism in India: Events, Processes and Ideologies (2014), Indian Politics and Society since Independence: Events, Processes and Ideology (2008) and The Governance Discourse: A Reader (2008).Sugato Hazra, Senior Adviser, DTA Consulting, has a Master’s in Economics and more than 30 years of experience in banking, government, Industry chamber and media. He has also worked with two large corporate groups on economic and policy issues.

• Preface and AcknowledgementsIntroduction Is 2014 Election a Game Changer?Trends in Election Campaign since IndependenceCoalition Era StartsThe India Shining Campaign and Its failureGujarat Riot and the Incumbent GovernmentThe Top-driven Congress Campaign for Political MobilizationIndia Against Corruption, a Campaign Builds UpThe Leadership-centric Election CampaignThe Election Campaign and the Manifesto and Subtle Articulation of Political MessagesAssessing the Election CampaignThe Role of Social Media in Political MobilizationThe Unique 2014 National Poll in IndiaReinventing Political Communication—the Modi Interlude(?)Conclusion: Marketizing an Ideology-driven DreamPostscript: The Bihar Assembly Election, 2015—Revival of Coalition DharmaNotes and ReferencesSelect BibliographyIndex