New Delhi: One image has become familiar in Indian politics over the past decade: a leader, beaming after an election win, flanked not just by party colleagues but also by a political consultant -- a new power centre in campaigns increasingly driven by data, analytics and targeted messaging.
From shaping narratives to deciding candidates and booth-level outreach, these professionals have moved far beyond their initial role as communication and crisis managers. Increasingly, election victories are seen not merely as political triumphs but as proof of the consultant's strategic genius.
