Public image of Narendra Modi he was chief minister he wore bold, bright colours, changing to pastels as prime minister. For holidays, Modi wears a traditional turban from wherever he is. Some of his clothing has been created by Bollywood fashion designer Troy Costa. In 2009, Modi's clothing was said to be Bollywoodesque and indicative of Gujarat's modernism. According to "Vogue India" editor Priya Tanna in a "New York Times" blog, "Never before has there been such a strong convergence between what a politician in India stands for and his clothing." Tanna called his clothing choice "100% India": democratic, supportive of Indian industry (separating him
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