But ideology isn’t all. The online mobs around Rajput’s death are also helping the BJP’s day-to-day politics, being used to dominate the Bihar election campaign as well as attack Aditya Thackeray, Maharashtra minister and son of the chief minister, by floating conspiracy theories connecting him to the death.

In 2018, Bollywood lyricist Javed Akhtar, speaking to Nasreen Munni Kabir drew out how Bollywood has its own culture which is “quite different from Indian culture”. Given the BJP’s brand of unitary nationalism, this is an odd state to be in. Thus, in the past six years, the party has been trying to take control of the film industry like it has done with other Indian institutions.

For Bollywood, this has meant a spate of movies which largely subscribe to the BJP’s view of medieval Muslim kings as unquestionable tyrants. It has also resulted in jingoistic movies such as ‘Uri’ directly praising military missions under the Modi government. So political was the film that its dialogues were directly lifted by top BJP leaders while campaigning for elections.

For any holdouts within Bollywood, the BJP has deployed its massive media machine which can, almost magically, create an online mob out of nothing. The BJP has often used the phrase “naya Hindustan”, or New India, taken from the movie Uri in its campaigning. At least some part of this new India is being created by well crafted social media and TV campaigns designed to overwhelm the average India with nothing but the BJP’s point of view.