In this article, I discuss recent changes in Indian leadership images. In a commercialized press, political journalists have adopted new writing styles that turn former political heroes into ambiguous human beings. This development is fueled by a neoliberal restructuring that has fundamentally altered journalists’ professional environment. By viewing press activity through the lens of a major ideological shift, I seek to contribute to an emerging debate about neoliberal practices. I contend that current transitions within the Indian press are not a smooth sail into a new ideological realm but a contradictory practice of personal empowerment through selective reflexivity.