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 as prime minister, Modi reduced the amount of money spent by the central government on healthcare. The Modi government launched New Health Policy (NHP) in January 2015. The policy did not increase the government's spending on healthcare, instead emphasizing the role of private healthcare organisations. This represented a shift away from the policy of the previous Congress government, which had supported programmes to assist public health goals, including reducing child and maternal mortality rates. The National Health Mission, which included public health programmes targeted at these indices received nearly 20% less funds in 2015 than in the previous year. 15