Can a song trigger a murder?

Can a poem spark a riot?

Can a book divide a people?

Away from the gaze of mainstream urban media, across India's dusty, sleepy towns, a brand of popular culture is quietly seizing the imagination of millions, on the internet and off it. From catchy songs with acerbic lyrics to poetry recited in kavi sammelans to social media influencers shaping opinions with their brand of 'breaking news' to books rescripting historical events, 'Hindutva Pop' or H-Pop is steadily creating societal acceptability for Hindutva's core beliefs. By cleverly inserting Hindutva into popular culture, H-Pop normalizes Islamophobia, demonizes minorities and vilifies its critics each day, without ever making headlines.

What makes H-Pop so popular? Who are its stars and its audience? Who is pouring in the money, the effort and the resources to produce and broadcast it? What is its impact on the BJP and Prime Minister Modi's popularity? And what kind of an India is it trying to create?

These are some of the questions that award-winning independent journalist Kunal Purohit explores in this riveting investigative book as he travels through India, profiling some of H-Pop's most prolific and popular creators—its stars and celebrities. He interrogates whether the creators are driven by ideology or commerce, and what motivates the audience to consume their daily dose of bigotry. In doing so, Purohit uncovers the frightening face of a New India—one that is united by hate, divided by art.