Narendra Modi has been variously described by scholars and biographers as energetic, arrogant, and charismatic. The nomination of Modi for the prime ministership drew attention to his reputation as "one of contemporary India's most controversial and divisive politicians." During the 2014 election campaign the BJP projected an image of Modi as a strong, masculine leader, who would be able to take difficult decisions. Campaigns in which he has participated have focused on Modi as an individual, in a manner unusual for the BJP and RSS. Modi has relied upon his reputation as a politician able to bring about economic growth and "development".
2014 Indian general election in Tamil Nadu with left parties. AIADMK party members declared herself as the Prime Minister candidate despite rumours that she might support Narendra Modi. On 24 February, Jayalalitha announced candidates for all the 39 constituencies of Tamil Nadu. The BJP under PM candidate Narendra Modi have formed an alliance with MDMK, PMK, DMDK, IJK, KMDK and seats were allotted on 20 March 2014. Dravida Munnetra Kazhagam named its alliance as Democratic Progressive Alliance. It formed alliance with VCK, MMK, IUML and Puthiya Tamizhagam. The INC under the leadership of Rahul Gandhi stated that they will decide on a PM candidate after the election.