Dominating social media has been a vital part of the BJP's strategy as a political party, and as government in power. Its IT cell is legendary, even feared. But whenever faced with charges that this dominance is powered by paid operatives, the BJP has claimed it is organic, reflective of large scale support. Increasingly though, evidence is mounting of a party - and government - that is taking recourse, more and more, to sponsored trends on social media - to defend its actions and take on critics - raising the questions: is this voluntary or paid? And if it is paid, who foots the bill?