The 2014 Lok Sabha elections saw an effort by the Bharatiya Janata Party to project leadership as a key strategy in its campaign. The response of the electorate provided important indications of the effect of leadership on the outcome of elections in India. The effect of the leadership issue needs to be viewed in the context of a United Progressive Alliance government that was on the defensive and a Congress leadership that looked ineffective and directionless. These added weight to the BJP's projection of Narendra Modi as a decisive, effective and experienced leader.
