Over the last decade, election campaigns in India have undergone a dramatic shift. Political parties increasingly rely on political consulting firms, tech-savvy volunteers, pollsters, data-driven insights, and online battles to mobilize voters. But what exactly is driving these changes in the landscape of electioneering?

The Backstage of Democracy: India's Election Campaigns and the People Who Manage Them is a new book by the scholar Amogh Dhar Sharma which tries to locate answers to this question. The book takes readers behind the scenes, where they are introduced to Bharatiya Janata Party (BJP) IT cell workers, campaign consultants, data strategists and backroom politicians.

Amogh is a Leverhulme Early Career Fellow in the Department of International Development at the University of Oxford. His research explores the interface between politics and technology, political communication, and histories of science and technology.

Amogh joins Milan on the show this week to discuss the professionalization of politics in India, how the middle class relates to politics, and the BJP’s unexpected embrace of digital technology. Plus, the two discuss enigmatic backroom strategist Prashant Kishor and the rise of political consultants.

Episode notes:

Amogh Dhar Sharma, “The Cautious Rise of Political Consulting in India,” The Wire, September 6, 2024.
Roshan Kishore, “Terms of Trade: How to look at the rise of electoral consultants in India,” Hindustan Times, February 21, 2025.
Nilesh Christopher and Varsha Bansal, “How a Secret BJP War Room Mobilized Female Voters to Win the Indian Elections,” WIRED, July 30, 2024.

A New Era of Electioneering in India