do business.

On a sweltering afternoon in mid June, the Sachivalya, the headquarters of the state government in Gandhinagar, was buzzing with activity. Bureaucrats were signing furiously on files and shouting orders to underlings. Soon after, a steady stream of officers walked briskly — some ran — towards their cars. Some jostled for space in packed elevators, where visitors followed them to the way out. It was only 4 pm.

To an outsider who had heard stories of the super efficiency of Gujarat’s administration, the exodus of officials during working hours would come as a surprise. But for people familiar with the Narendra Modi rule, this was humdrum.

The bureaucrats, including senior officers in the rank of principal secretaries, were off to rural areas to monitor the Kanya Kelavani and Shalakm in one year!

Mawli says usually in PR, an agency finds difficult to manage a reticent client as expectations of the client are not usually matched by its propensity to converse/engage with media. “That has not in been the case with the Gujarat government. It has loads to talk about, be it the developments on the industrial front or the socio-political ones.”

Modi employs two public relations firms — Washington firm APCO Worldwide to cater to the world media and Mutual PR for the Indian media. He is also one of the first Indian politicians to have understood the power of the internet as a marketing medium. Today, he runs his campaigns through Twitter, Facebook and YouTube. He is a methodical blogger and fans can download Narendra apps on