In 2002, Gujarat's turbulent scene propelled Narendra Modi, then the state's Chief Minister, into the spotlight as the face of the Rashtriya Swayamsevak Sangh (RSS)-endorsed version of Hindutva. By 2012, Modi had secured his position as the BJP's top candidate for prime minister, a testament to the profound resonance of this particular strand of Hindutva among a significant majority of Hindus. Modi's meteoric rise culminated in 2014 when he led the BJP, RSS's political wing, to secure the Prime Minister's office, masterfully blending Hindutva with shrewd advertising.