The New face of Hindu Nationalism in India's most populous state.
Firebrand holy man Yogi Adityanath on Sunday sworn in as Chief Minister of Uttar Pradesh, a state so big that if it were a country, it would be the fifth largest on earth.
Prime Minister Narendra Modi has eagerly welcomed the religious hardliner, who's got a history of agitation against the Muslim minority.
Experts say his appointment carries a clear-cut message: This is a Hindu country, and that's how it's going to stay.
India is officially secular, and Modi's government says it doesn't make any distinction between citizens based on religion.
But the ruling BJP party didn't name a single Muslim candidate in Uttar Pradesh, and has fought elections on a Hindu nationalist agenda for years....
Some analysts suggesting that's what they plan to fall back on if they fail to create jobs or lift the economy.
Despite widespread support, there's no doubt Adityanath will need an image overhaul to paint himself as a moderate reformer.
As well as having a bad rep with Indian Muslims, he's faced criminal cases including rioting and attempted murder.