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".
Narendra Modi who voted for the BJP stated that if Modi had not been the prime-ministerial candidate, they would have voted for another party. The focus on Modi as an individual was unusual for a BJP election campaign. The election was described as a referendum on Narendra Modi. During the campaign, Modi focused on the corruption scandals under the previous INC government, and played on his image as a politician who had created a high rate of GDP growth in Gujarat. Modi projected himself as a person who could bring about "development," without focus on any specific policies. His message found support