The book examines the influence of context in which elections in contemporary India take place. It explores the interplay of elements of democracy and governance in electioneering—a process of the conglomeration of everything related to the election, including campaigns, approach of political parties, approach of election commission, code of conduct, election manifestos, voting and—message-design of electoral communication in India. The volume: • Is founded on a variety of conceptual approaches: political economy approach, public sphere approach, community and context approach, federalism approach, institutional approach, and cultural approach. • Draws on qualitative and quantitative analysis of rigorous field data. • Underscores the contexts, contours, and cultures of elections in India; • Analyses the ‘narratives’ inherent in electoral campaigns and electoral marketing; • Studies complex, overlapping and multidimensional ways elections can be studied; • Explicates the goal of electioneering in contemporary India—whether it is an ‘institution-driven’ or an ‘actor-driven’ process. The volume will be essential reading for students, teachers and researchers of Indian politics and South Asian studies.