“…The analysis of the dataset revealed the use of common linguistic devices and rhetorical strategies, including categorisation, intertextuality metaphor, and recontextualisation, to create a compelling narrative about the neo‐liberal transformation of new India and the purification of the Hindu identity through adherence to Hindutva. In this way, the discursive construction of Hindutva and its successful infiltration in public discourse, relies on the creation of an imagined homogenised community, with a distinct ‘national essence’ (Wojczewski, 2019, p. 5), that has granted consent to a version of nationalism used as ‘a construct of the state in pursuit of its legitimacy’ (Campbell, 1998, p. 11). The powerful and effective proliferation of Hindutva can be seen as a result of Modi's charismatic sermons, the creative use of Hinglish in attracting both urban and rural readership, and the creation of a formidable other against whom to unite.…”