Narendra Modi has wrapped up one of the most relentless and high-decibel campaigns in recent political memory. But its genius lies not so much in converting those who attend his rallies, but to have already convinced the people of his successes in Gujarat model even before they get there. This week, we trace the origins of what some call the Modi 'wave': did Modi indeed perform a miracle in Gujarat, or is it a miracle of marketing? How did his messaging reach remote corners of the country?