Just who will secure the top spot in the world's largest ever election is set to keep investors transfixed over the next six weeks, but in the world of social media, one candidate is already winning hands down.
Narendra Modi, the leader of India's opposition party Bharatiya Janata Party (BJP), the party recent polls have tipped to win, has a much more prominent role on social media than Rahul Gandhi, the leader of the incumbent Indian National Congress party (INC). New parties - such as the Aam Aadmi or Common Man Party - have also heavily used social media to promote themselves this year.
"Social media has emerged as a platform which cannot be ignored," said Rajeev Malik, senior economist at CLSA Singapore.
"It is particularly important for a section of voters, whose relevance has increased, because of the combination of the sizeable increase in the number of young voters and the increased ownership of mobile/smart phones and computers," he added.
Modi has 3.68 million followers on Twitter to be exact; his party has generated over 68 million page views on Google Plus and has 12 million likes on Facebook. Meanwhile the INC's Gandhi, does not have a personal Twitter handle, although one set up by fans and followers has 74,800 followers. His Facebook page has 135,589 likes and his Google Plus account has attracted a 10,161 page views.
Other members of the INC party are more active, however. Shashi Tharoor, minister of state for human resource development for the INC party has 2.13 million followers on Twitter, for example.
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But according to Twitter analytics firm Topsy, Narendra Modi's name comes up 40 percent more often than Rahul Gandhi's on Twitter.
"They do have a fairly strong presence [the INC] on social media, but clearly the BJP is far ahead," said Rahul Bajoria, Indian economist at Barclays.
Bajoria added that while it's difficult to tell how effective social media would be in getting people out to vote, it's clearly an effective tool for amplifying a political message.
"For example if there is one person in a house that is on social media - they get the message and if they like it they then pass to on to other people as well who are not necessarily on social media," he said, also pointing out that India's media scene relies heavily on social media sites like Twitter.