There may be general consensus that the Assembly election in Gujarat is a no-contest, but the jury is still out on whether to credit Narendra Modi's performance as Chief Minister, or credit his massive and expensive propaganda machine, which his critics say has vastly inflated his rather limited successes and tried to sanitize the taint of the 2002 riots. Who runs Modi's PR machine? Who pays for it? How true are its claims? There are no easy answers as we discover in our attempt to get behind the opaque and shadowy world of Narendra Modi's spin team, responsible for setting a new benchmark in political PR, one that may not bode well for the health of Indian democracy.