Narendra Modi connects with urban youth; Rahul Gandhi fails

In the age of marketing, there is perhaps no social category as attractive as the urban ‘youth’ brand. The MTV generation has spawned channels, products, a lifestyle designed to promote this ‘youth’ culture. And now, in the battle for power in the next general elections, it is this ubiquitous youth factor that is expected to play a bigger role than ever before. The 2014 general elections will be the first to have India’s post-liberalisation generation exercise...

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