Narendra Modi, the most followed politician in India, emerged as the second most interactive leader on Twitter who makes the broadest use of languages covering English, Hindi, and international languages. Use of Hindi, in particular, spiked towards the last week of February, as campaigning ramped up. Close to 78% of all his tweets contain media — photos, videos, links, at a rate higher than 95% leaders on the Political Index. Narendra Modi’s lower than expected position is because of the paradox of scale. He has used Twitter to further amplify his celebrity position and the influence of his Twitter account, this comes at the cost of directly relating to the audience, especially as election campaigning has started.