When the Bharatiya Janata Party (BJP)-led National Democratic Alliance (NDA) launched its India Shining campaign, it had a fertile ground on which to sow the seeds of its electoral sloganeering. Newspaper editorials were going dizzy with India’s forever rising gross domestic product (GDP). Pundits were engaged in animated discussions over India being the economic superpower of the new century, nay millennium. Headlines every day would hysterically tell us that the Sensex had scaled a new high. Everyone was happy. Everyone was richer today than the day before. If what you saw or read in the media was anything to go by, India was indeed shining. Quite brightly at that. What the BJP-NDA only did was prop up an effort to capitalise on the apocryphal myth of resplendence that was already being perpetuated by the news media.