War rooms and UP polls 2017: Akhilesh Yadav takes on Modi at his own game

Akhilesh has sought to connect with the youth vote via new media

Prime Minister Narendra Modi out-campaigned all-comers in the 2014 general election but, as he faces his biggest mid-term test, he is up against a rival determined to beat him at his own game.

In Uttar Pradesh his opponent, Chief Minister Akhilesh Yadav, has been repackaged as a youthful and media-savvy go-getter who seeks to steal a unique selling point of Modi's - development.

"I am taking it a bit beyond Modi: I work," Yadav told Reuters in an interview in Lucknow, capital of the state of 220 million that is holding the biggest democratic election anywhere in the world this year.

"My work