aam aadmi party case study pdf

IJMBS Vo l . 4, Iss u e 3, Ju l y - Se p t 2014 ISSN : 2230-9519 (Online) | ISSN : 2231-2463 (Print) The Day Aam Aadmi Had A Party: A Success Story of the Brand “Aap ( Aam Aadmi Party ): A Case Study 1Dr. Jaskaran Singh Dhillon, 2Dr. P. S. Vohra 1School of Commerce and Management, Sri Guru Granth Sahib World University, Fatehgarh Sahib, Punjab, India 2Chandigarh Business School of Administration (CBSA), Landran, Mohali, Punjab, India

Abstract from being a party that stands for values in politics, AAP has gone The story of Aam Aadmi Party (AAP) is amazing...... starting from the length and breadth of Delhi in connecting with its citizens in scratch and reaching the highest corridors of power. It is more of 2013 Delhi Assembly elections. In the mean time, AAP has been fiction than the real one. Even the best of political observers in growing its presence on social media too like others, but the party’s all the leading national level political parties underestimated the growth has been an organic effort on the medium. power of AAP. They used to call the party as “bunch of jokers”, “AAP has done a fantastic job of shaking the usual way of doing a “mobocracy” etc merely out of their ignorance, arrogance, ego politics in India. I was really wondered when AAP received such and frustration. a huge success in Delhi elections. I did expected it to do well, The success of the AAP, which is only few months old, has produced to outperform congress , but I did not expected, it will change ripples in the political scenario of the country by its debutant the whole scenario in its first ever attempt. More over the way victory in recent Delhi Elections 2013. The political party formed Arvind Kejriwal defeated 3 times chief minister Shiela Dixit, by on 26th of November 2012, and with no political backing and an appreciable margin says a lot about the need of change people limited resources, has made its presence felt by connecting to are looking for in politics”. What impressed me more is the way the hearts of the common man in the capital. With promises to AAP is trying to carry itself even after elections. The way they took unearth corruption from the system by giving the nation the much a stern stand not to hurry in to get power and instead preferring awaited Jan Lok Pal bill, AAP is also challenging the political to sit in opposition says a lot. It will surely prevail some sense of nexus for the first time in the country after independence. Today conduct among other political parties too”. Commented Mr. Arun it has 10 lakh total members (5 lakh post 2013 Assembly polls), Srivastava who is a volunteer with AAP with few others and are 322 offices across the country, 309 districts where AAP is present working very hard to put AAP on social Media. and is growing every day...... are now eying forth coming Lok Sabha Elections in 2014. II. Origin of Aam Aadmi Party (AAP): The paper discusses that How successful Brand “AAP” has Aam Aadmi Party (translation: Common Man Party; converted Civil Rage into a Democratic Mandate and has become abbreviated AAP) is an Indian political party, formally launched on one of the most powerful brands in Political Marketing in India 26 November 2012. It came into existence following differences and will is continue to be successful in future????? between the activists Arvind Kejriwal and Anna Hazare regarding whether or not to politicise the popular (IAC) India Against Keywords Corruption movement that had been demanding a Jan Lokpal New Political Party, New Delhi Elections, Aam Aadmi Party, Bill since 2011. Hazare preferred that the movement should remain AAP politically unaligned while Kejriwal felt the failure of the agitation route necessitated a direct political involvement. I. Introduction The AAP has led several protests since its formation. Among these Every five years our country witnesses General elections or the was a campaign against an alleged nexus between government and Lok Sabha elections that decide the fate of the country. But this private corporations relating to price rises for electricity and water time something is different, the mood is different. The country’s in Delhi. Another saw the party demanding justice for victims two biggest rivals – Congress and BJP are labeling it as their of sexual harassment and rape, including the introduction of a fight and then the dream of a Third Front never ends. Amidst stronger anti-rape law. The party’s first electoral test was in the 2013 all this, a year-old party has surfaced and is going to fight the Delhi legislative assembly election, from which it emerged as the state elections for the first time and that too from the capital second-largest party, winning 28 of the 70 seats. With no party city of Delhi. This is a political party that was formed on the obtaining an overall majority, as of 23 December 2013the AAP is backdrop of the India Against Corruption movement led by Anna attempting to form a minority government with external support Hazare in 2011. Though Anna is no where associated but one of from the Indian National Congress . the chief architects of the IAC and the popular RTI Act –Arvind The origins of the AAP can be traced to a difference of opinion Kejriwal had gone further to form his own party – theAam Aadmi between Arvind Kejriwal and Anna Hazare, social activists Party (AAP) or common man’s party on the 26th of November who had both been involved in Team Anna, a strand of the 2012. anti-corruption movement for Jan Lokpal Bill that had gained With no political backing and limited resources, the party has momentum in India during 2011 and 2012. Hazare had wanted to made its presence felt by connecting to the hearts of the common keep the movement politically neutral but Kejriwal considered that man in the capital. With promises to unearth corruption from the direct involvement in politics was necessary because attempts to system by giving the nation the much awaited Jan Lok Pal bill, obtain progress regarding the Jan Lokpal Bill through talks with AAP is also challenging the political nexus for the first time in the existing political parties had, in his opinion, achieved nothing. A country after independence. Beyond doubt, AAP workers today survey conducted by the India Against Corruption organisation have become a force to reckon with, in the forthcoming assembly using social networking services had indicated that there was wide and Lok Sabha elections that is all set to happen in 2014. Apart support for politicisation.

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Hazare and Kejriwal agreed on 19 September 2012 that their “change”), focused on assisting citizens in navigating income tax, differences regarding a role in politics were irreconcilable. Kejriwal electricity and food ration matters in parts of Delhi. The Parivartan had support from some well-known people involved in the anti- organisation exposed a fake ration card scam in 2008 but, according corruption movement, such as Prashant Bhushan and Shanti to a founder member, did not have a great impact generally and was Bhushan, but was opposed by others such as Kiran Bedi and Santosh largely moribund by 2012. Arvind Kejriwal established the Public Hegde. On 2 October, Kejriwal announced that he was forming Cause Research Foundation in December 2006, donating the prize a political party and that he intended the formal launch to be 26 money he had received from the Ramon Magsaysay Award as November, coinciding with the anniversary of India’s adoption a seed fund. This new body paid the employees of Parivartan.. of its constitution in 1949. Kejriwal has used the Right to Information Act (RTI) in corruption The party name reflects the phrase Aam Aadmi, or “common cases in many government departments including the Income man”, whose interests Kejriwal proposed to represent. A party Tax Department, the Municipal Corporation of Delhi, the Public constitution was adopted on 24 November 2012, when a National Distribution System and the Delhi Electricity Board. Kejriwal Council comprising 320 people and a National Executive of 23 was the civil society representative member of the committee were also formed. Both the Council and the Executive were constituted by the Government of India to draft a Jan Lokpal bill, expected to have more members in due course, with the intention following a campaign for introduction of such legislation that being that all districts and all classes of people would have a featured Anna Hazare. voice. Various committees were to be formed to draft proposals for adoption by the party in a process that was expected to take IV. AAP and Social Media: several months. Although one aim was to limit nepotism, there The week-long referendum conducted by Aam Aadmi Party on were complaints at this initial meeting that the selection of people government formation got 6.79 lakh responses through SMS, invited to attend was itself an example of such practices. The party telephone calls and website. Of these, only 2.66 lakh responses was formally launched in Delhi on 26 November 2012. The AAP were received from Delhiites of which 20,969 expressed their says that the promise of equality and justice that forms a part of opinion through website, 85,716 though phone calls and 1.59 lakh the constitution of India and its preamble has not been fulfilled through SMS gave their verdict on whether Kejriwal should form and that the independence of India has replaced enslavement to the government or not, AAP said. an oppressive foreign power with that to a political elite. The Of the 2.66 lakh responses, 1.97 lakh people said “Yes” and gave party claims that the common people of India remain unheard go-ahead to Kejriwal-led party for form the government with the and unseen except when it suits the politicians to consider them. support from Congress, while 68,880 said “No”. “It comes out to It wants to reverse the way that the accountability of government be 74 per cent of the total valid responses from the Delhiites, based operates and has taken an interpretation of the Gandhian concept on this we had decided to form the government in Delhi,” AAP of swaraj as a tenet. It believes that throughswaraj the government spoksperson Manish Sisodia said. will be directly accountable to the people instead of higher officials. The AAP had conducted a total of 280 public meetings, of which The swaraj model lays stress on self governance, community people at 257 places said “Yes” to formation of government and building and decentralisation. at 23 places people said “No”. Kejriwal says AAP refuses to be guided by ideologies and that they are entering politics to change the system: “We are aam V. “Branding” AAM Aadmi Party (AAP) aadmis. If we find our solution in the left we are happy to borrow You use hundreds of products in your daily life. While you may not it from there. If we find our solution in the right, we are happy to have any brand preference for some products, for others no other borrow it from there.” brand would do. Why the difference? What is it about some brands that others simply don’t have? How did these brands earn your III. Man Behind the Change loyalty? The answer can be stated in two simple words — ‘emotional Arvind Kejriwal (born 16 August 1968) is an Indian politician connection’. who has been the 7th Chief Minister of Delhi since 2013. Born Emotional connection is something that every brand needs to in Haryana , Kejriwal is a graduate of the Indian Institute of evoke in a market. It shows the vision in a brand’s strategy. It goes Technology Kharagpur, where he studied mechanical engineering. to show that the company is not trying to make a quick sale and He worked for the Indian Revenue Service (IRS) as a Joint then close shop, but planning to capture the hearts of the people Commissioner in the Income Tax Department. He is well-known and the market with it. And THAT is exactly what the AamAadmi for his role in drafting a proposed Jan Lokpal Bill and his efforts Party’s game-plan seems to be. to bring and implement the Right to Information (RTI) act at Libby Gill, CEO of the Los Angeles-based business coaching and grassroots level. brand strategy firm Libby Gill & Company recently published a Kejriwal won the Ramon Magsaysay Award for Emergent book titled “Capture the Mindshare and the Market Share Will Leadership in 2006 for his contribution to the enactment of Follow: The Art and Science of Building Brands.” The market is the Right to Information Act and for his efforts to empower all but a puppet of the minds, the minds of people. Once you have the poorest citizens of India. In 2006, after resigning from the successfully influenced them, there is little else that you need to IRS, he donated his Magsaysay award money as a corpus fund do. Today Arvind Kejriwal has created an image for himself that to found an NGO, Public Cause Research Foundation. In 2012, stands apart from his peers. What boosts the branding for the AAP he launched the Aam Aadmi Party (AAP), and defeated Sheila is the personal branding of their leader. Let’s analyse the elements Dixit in the 2013 Delhi Legislative Assembly election by a margin of AAP’s branding strategy which helped them capture the minds of 25,864 votes. and even the imagination of the people of India. Kejriwal believes “Change begins with small things”. In December 1999, while still in service with the Income Tax Department, he helped found a movement named Parivartan (which means www.ijmbs.com International Journal of Management & Business Studies 41 IJMBS Vo l . 4, Iss u e 3, Ju l y - Se p t 2014 ISSN : 2230-9519 (Online) | ISSN : 2231-2463 (Print)

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A. Clarity crowd and not through PR agencies and spokespersons. In today’s competitive world, trust has become a scare commodity, especially when we’re talking about a field as infamous as politics. C. Collaboration So how does a party (the brand) mine for this trust? The AAP Contesting the Delhi elections was no child’s play, especially for did something that no other party had dared to do before. They a party which is still in its infancy. The fact that a party which is made themselves transparent. Every donation is promptly listed barely a year old upset the longest ruling party in the country’s on the AAP’s public website. Every aspect of the AAP is public history and reached so close to actually winning the elections knowledge. Their background, their specs, their pedigree and all proves the efficiency of collaboration. But the AAP refused their workings. The second part of ‘clarity’ is the brand’s product collaboration (never asked the support of INC and BJP) with communication. Is it clear? Is it consistent? Does it explicitly tell any other party. Be that as it may be, collaboration happens on the people how it’ll benefit them? ‘We will do everything we can do many levels. AAP did not agree to form a coalition government eradicate corruption’- A message so simple, yet so powerful that it in Delhi simply because it would have hurt their long term goal of immediately grabbed the attention of all Indian citizens, who were setting themselves apart from the rest of the circus. However, the desperately gasping for air in the murky world of corruption. collaboration within the AAP, its volunteers and with the common man was so strong and yet so flexible that it catapulted them right B. Consistent Communication ahead of strong incumbent . Thousands of volunteers went door to The crucial point at which a brand comes in direct contact with door and spoke with voters personally and at length. Discussing the addressable audience is called a touch point. It is in a brand’s their woes and taking their feedback. Moreover, the stroke of best interest to use this touch points and drive in the message about brilliance lies in the way the AAP roped in fans among the common what exceptional and exclusive value they are offering. Taking man to not only support but also spread their cause. The ingenious time out to interact with the audience has not only far reaching system created with the help of Delhi based startup ‘VoiceTree’ but long lasting positive effects. In AAP’s case, this has been done was nothing short of a business strategy worthy of analysis in through easy accessibility of the top leaders of the party. Everyone business schools. The telephonic system let common people, who from the volunteers on the lowest rung, right up to Arvind Kejriwal are usually busy in their everyday lives, help in supporting the are easily accessible to the people. They are ready to take on any AAP by making calls to random Delhi citizens and convincing questions thrown at them and dare to speak one-on-one with the them to vote for the AAP.

Table 1: THE IDEA THE SYMBOL THE NAME THE MOVE Lesson-1: Have An Idea That Lesson-2: Create a brand icon Lesson-3: there is so much in name Lesson-4: out think the competitor Connects AAP CODE AAP CODE 1.Every brand has a symbol and icons 1.Growing public anger against the AAP CODE that are timeless AAP CODE government and politicians for lack of accountability means that a new 1.Nomenclature is the basic 2.Think Apple thing Steve Jobs 1.A successful brand will always political movement cantered on clean ingredient of good marketing surprise. Kejriwal has kept his governance is an idea whose time 3.Non-Voilane and Mahatama Gandhi competitors (government) and media has come 2.An evocative and compelling name are synonymous guessing about his next move AAM AADMI PARTY-AAP 2.The common consumer does not 4. Kejriwal has emerged as abiding 2.Example..decision to contest against understand economy 3.It quickly relates to every “aam political icon for anti corruption Chief Minister Shiela Dikshit aadmi “ – a common man 3.She understands the prices of onion, 5.He created brand symbol which is 3.The focus was to behave as an tomatoes, electricity tariff 4.Also the short form AAP means Timeless underdog but keep an eye on changing YOU which makes one feel that it is market dynamics 4.AAP de-jargonised economic terms about YOU and for YOU 6.the broom as election symbol and highlighted the basic problems connects with everyone from masses which attracted the audience to classes Sourse: Hindustan Times , May, 2013

D. The Emotional Connection The people of India need someone to look up to in these dark times when there seems no hope against the ever-growing menace of corruption. This is the image that AAP created for themself. They became a beacon of hope, a class apart from the rest, a messiah to the people. Arvind Kejriwal, together with social activist Aruna Roy , among others, helped in the passing of the Right to Information (RTI) act. He campaigned to get the act passed in all parts of the country and even introduced the RTI award in order to encourage people to exercise this right. His contribution in this movement gained him the trust and the respect of millions and formed the cornerstone of the AAP’s campaign. The Aam Aadmi Party’s first and probably still the most powerful tool to connect with the people was the name of the party itself. ‘The Common Man’s Party’ — something the people automatically related to. A name that, at first seems a little corny, maybe even filmy, but one that immediately narrates the ideology of the party. The people loved it, as was clear from the Delhi election poll results. The party reintroduced the human element in the campaigns by letting top leaders meet and greet common people and volunteers interact directly with the people. www.ijmbs.com International Journal of Management & Business Studies 43 IJMBS Vo l . 4, Iss u e 3, Ju l y - Se p t 2014 ISSN : 2230-9519 (Online) | ISSN : 2231-2463 (Print)

E. An Eye on the Competition – tap young, first-time voters, as well as an income group Politics in India, just like most other fields, has tremendous strategy. It has been running voter registration campaign in competition. No other party besides the Congress or the BJP has institutes of higher education in Delhi to tap into first time ever even come close to forming a government at the centre, but voters. For this group, the party uses social media. they have their own constituencies and strongholds, and they 2. The AAP has remained different from other mainstream guard their territories aggressively. How then, did ArvindKejriwal political parties also as it is led by highly motivated and manage to beat a political giant and seasoned leader such as Sheila heterogeneous volunteer network consisting people from a Dixit in her own turf? Though Kejriwal started out by addressing a cross strata. A Business Standard report recently described ‘niche’ audience, he kept expanding his horizons as he went along. the party’s use of the thousands of professionals who are He created curiosity around his message and gained support for his volunteering as an ‘aam aadmi’ approach, through the movement. He didn’t just get votes from people who were ready stockbroker, the former Wipro employee and a ‘working for a change, he converted sceptics to join his cause, and most professional’ that it quotes can hardly be categorised as aam importantly, he ‘beta tested’ the market before the big launch. The aadmi. What they represent is the party’s two-fold approach: growing disconnect of the people with leaders of ruling parties use professionals who identify with the idea of the AAP to helped their cause, a fact that was acknowledged by the AAP. use social media to raise funds for the campaign, but plan to get your votes from the real aam aadmi. The party’s website as well as its Facebook page solicit donations from non- resident Indians, professionals and others. 3. The party also seeks to break the rules of identity politics India has been riddled with. It is evident thus that the party is using clever tactics to merge its goals in a way the media is used maximally in reaching the people. While Indian political parties are also known to spend huge amount of money on campaigning ahead of polls using traditional media and hoardings, the AAP is leading by example yet again in this field. The party recently decided to rely on social media and door-to-door canvassing for campaigning, giving the electronic and print media a go-by as it plans to stick to the Election Commission’s expenditure limit of Rs 14 lakh per candidate. 4. “Door-to-door campaign is our biggest focus. We want our candidates and representatives to go to every household, Fig. 2: whether rich or poor, in the National Capital and talk to them about the situation of corruption in Delhi,” Kejriwal said VI. Strategy of the Aap Which Played Wonders: recently. Hoardings are also beyond the budget of the AAP, Ever since it barged into the Indian political scene, the Aam which has put up banners across the New Delhi’s flyovers Aadmi Party (AAP) has been the media’s favourite. The party instead with a picture of Kejriwal wielding a broom, the owes its existence to the Jan Lokpal movement by Anna Hazare, a party symbol, and promising a clean National Capital. By public revolution against corruption that attracted lakhs of people door-to-door campaigning, the party aims to attract funds from different parts of the country, thanks to social media that on which it entirely depends. Its candidates and volunteers fanned this phenomenon. There is no doubt that it was the highly during door-to-door visits hand out notarised undertakings polarised and frenzied debate on social media channels such from candidates promising that they will not use benefits as Facebook, Twitter and blogs that drove participation in the such as government bungalows, security guards and official Anna-led movement. The movement was successful in the sense vehicles if they are elected. that it managed to inspire people to take to the streets against the 5. Social media helps in drawing young voters as a survey ills plaguing their state, with media playing a significant role in noted that nearly 150 million will vote for the first time in supporting the people. national polls of 2014. The interaction with these young Encouraged by the response to the movement that revealed the voters is better on social media more since the young have common man’s urgent need to tackle various issues in the country, the presence of this new medium more than people in any social activist Arvind Kejriwal decided to take up the cudgels other category. It is interesting to note that on Facebook, and turned a fierce politician to cheerlead the AAP, which he AAP has got more than 339,000 fans and on Twitter the now heads. Today, as the election fever has gripped the National party has more than 136,000 followers. In addition to this, Capital in the wake of ensuing November elections, Kejriwal is Kejriwal also has a tremendous fan following on Facebook; putting into action the most valuable lesson he learned during he has more than 572,000 fans and on Twitter he has more the Jan Lokpal movement: the use the reach of social media. than 607,000 followers. He is now strategically planning his moves as the party seeks to 6. For the AAP, popularity on social media opens windows contest its first-ever elections, knowing the fact that the stakes for more advertisements and in turn, more money that can are high. be used effectively for its campaign. The AAP team is also 1. Ever since it came into being, the AAP has exerted a pull on reaching out to different online networks and at the same people across caste, cultures and religions; its members are time also seeking help from various digital experts to make now predominantly youth attracted with the help of the social its online presence more effective. Kejriwal has given himself media. This is in line with the party’s demographic strategy a daunting task to organise the AAP to enter the money-

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dominated Indian electoral process and such deft use of poor that this correspondent spoke to, in the run-up to the social media and now other traditional forms like personal elections, were impressed with the rhetoric of the AAP to interaction are ensuring they reach out to people outlining cleanse politics, and by that they didn’t mean an abstract their agenda and philosophy. drive against corruption or “decentralized democracy”, but 7. When Congress decided to give unconditional support to the ability to do away with the culture of greasing palms and Aam Aadmi Party, The newly formed party in India thought paying obeisance to local patriarchs. This reason for support of doing something unconventional. They asked the voters if goes beyond considerations of low cost of services, which they should form the Government in Delhi with the party which the AAP promised the poor once they come to power and they criticized heavily. And since then, Arvind Kejriwal and which is quoted as the main reason why the poor opted to his comrades have gone all guns blazing asking the people vote for the AAP. of Delhi (and other Indian states as well) with the help of 13. Adopting a canny symbolism – the choice for the name Social Media, SMS and their website. They are also planning of the party (“the party of the common man”, its symbol, to take this movement offline to each and every constituency “the broom” and fielding candidates based on a mix of (they plan to release 2.5 Million postcards across Delhi to reputation as social activists or those who have a local individual families to ask them for their opinions. presence – the AAP managed to swiftly overcome its 8. The party has published an appeal on AAP’s website, asking newcomer disadvantages. And it managed to do so without people to SMS YES or NO to 08806110335, else call that taking recourse to particularism – “identity politics” based number to share their views. There is also an opinion poll on caste, religion or “kulak” identities – but a discourse that on their website asking users to submit their thoughts. The appealed to a multi-class base. page received more than 50,000 comments from people in 14. The AAP also finds support in a section of the traditional favor of the party to those opposing/amused by this decision. middle class that is linked to the public sector, petty shop The party has so far followed a new approach to counter the owners, small merchants and the professionals (doctors, 65 year old political system in this country. However, many teachers, lawyers, journalists), which is exasperated with the people have reacted to this new implementation by the party existing political parties on everyday issues such as inflation, on Twitter and not everyone is pleased with their decision to and the lacunas in the public delivery system, power tariff, go to the people again for the decision. Arvind Kejriwal is water supply, urban infrastructure etc. Moreover, under a calling this Participative Democracy where the democracy neoliberal regime, the old contract between the state and the gives the power back to the people. people has been redefined with the social welfare schemes 9. The AAP has announced that every money they receive targeting mainly the poor and not including this section of is in the form of donations can be viewed on its website. the middle class which emerges from the public sector, small They made the record every day with the name of the donar, trade and the professions. In a world where the public sector country, state, district, reference no, transaction ID/ Receipt is rapidly vanishing to make way for the corporate, sections No., amount, receipt no, donation date and date. This has of this old middle class are now looking for a political helped in generating the interest of the common man and alternative that could articulate their grievances. developed trust in the AAP. 10. The general perception of the AAP as a middle class is accurate. VII. Delhi Assembly Election 2013: The Biggest To a great extent, it is true that the primary activist base of Change the AAP is drawn from the middle class – from professionals, The 2013 Delhi state assembly elections were the party’s first rights activists, teachers, and even students participating electoral participation. The Election Commission approved the in higher education (as noted from anecdotal evidence and symbol of a “broom” for use by the AAP in that campaign. The media reports). The reason why the AAP managed to tap a party said that its candidates were honest and had been screened activist base from these segments had been due to extensive for potential criminal backgrounds. The AAP published its central media coverage of its anti-corruption agitations, and the fact manifesto on 20 November 2013, promising to implement the that the Indian media has of late catered to the interests and Jan Lokpal Bill within 15 days of coming to power. opinions of the middle class. There were 11,753 polling stations, including the presence 11. The AAP could manage the support of the poor – primarily of EVMs, while 630 identified as critical and hyper critical. There from the jhuggies – which feature a population largely were 1.19 crore eligible voters, of which 66.11 lakhs were men characterised by those working in the informal sector and 53.20 lakhs were women while there were 4.05 lakhs first (construction work, migrant labourers, domestic help, time voters. 32,801 Delhi Police personnel and 107 companies contract jobs and so on). Traditionally in these areas, it is of central paramilitary forces was deployed to ensure a peaceful the local patron (or the pradhan) who decides a number of election.Polling stations opened at 8:00am and turnout was things – welfare services, ration cards, water supply among 66%. others. The local patron is an important person, always AAP emerged as the second largest party in Delhi winning 28 sought to be cultivated by either of the two big parties and is seats in the assembly.[33] Out of a total 70 seats, the Bharatiya invariably the “village head”, the caste patriarch who decides Janata Party won 31, AAP won 28, Indian National Congress won political support of a large section of his “clients”. eight and three were won by others. The AAP has announced its 12. By embarking upon a campaign that sought to equate intention to form a minority government in the hung Assembly, the lack of adequate services to the jhuggies to that of with what Sheila Dikshit describes as “not unconditional” support corruption – perceived by the poor as their everyday effort from Indian National Congress. to effect a bargain for themselves – the AAP managed to circumvent the traditional patronage networks and reach out to the poor directly. 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Table 2: Political Seats Net Change Change in % Candidates % of Seats % of Votes Party Won in seats of vote BJP 66 31 8 44 33% 3 AAP 69 28 New 40 30% New Congress 70 08 35 11.5 25% 15 JD(U) - 1 1 1.5 0.6% N/A SAD 4 1 1 1.5 1% N/A Independent 225 1 0 1.5 10% N/A 70 Turnout 66% Voters 76,99,800

Vote Share of parties across parliamentary constituencies in Delhi Assembly (BJP+ includes BJP & its alliance partner, Shiromani Akali Dal )

Party/PC Chandni Chowk East Delhi New Delhi North East Delhi North West Delhi (SC) South Delhi West Delhi AAP 33.02 28.13 37.88 26.58 25.61 28.57 30.79 BJP+ 28.60 32.29 33.23 32.07 37.18 34.47 36.36 INC 26.76 29.26 23.81 26.33 22.78 21.33 22.75 Sourse: Election Commission of India, 2013

VIII. Aap Gearing Up For Future Capitalising on its dream debut in Delhi and the subsequent “wave” across the country, the Aam Aadmi Party (AAP) finalised its plans to contest the Lok Sabha elections in 2014. Releasing application forms for those who want to contest the Parliamentary elections, the party asked “honest” people to join the AAP. While talking to the media, member of the party’s national executive Sanjay Singh said: “After the brilliant performance of the party there is a huge wave throughout the country. Thousands of people are coming forward and joining the party across several States and we want to take advantage of the surge in support.” The two leaders are also expected to help party volunteers across the country in poll preparations. The party has presence in 309 districts. Sources said the party is expected to contest from a minimum of 100 seats. The Party has its offices as per the details given below:

UP MP Rajasthan Kerala Tamil Nadu Gujarat 60 35 27 14 25 10 Sourse: AAP website

The AAp has its eyes on the below given seats in the Lok Sabha Elections 2014. Haryana UP Jharkhand Karnataka Tamil Nadu MP Delhi Punjab 10 80 14 28 39 29 7 13 Sourse: AAP website

The party’s move has also been taken in order to mobilise masses ahead of the elections. How many seats AAP will contest, the party would declare its national strategy only after talking to the volunteers on the ground, the spokes person said. These are the enthusiastic response and proposals of the State units of the party and are yet to be approved by the decision making bodies in the party,” he said. The eligibility criteria the party has set for the aspiring candidates are no different from those applying for the Assembly elections. The candidates should not have any criminal records, their character must be vouched for by residents, and they must face no corruption charges. Although the AAP has made the history in winning general assembly elections in Delhi 2013, will it be possible for the party to repeat the winning spree in the Lok Sabha Elections 2014? This is million dollar question and only time will tell. The marketing and media strategy of AAP has been in successful in case of Delhi, but still many questions that remained Unanswered are: • Is AAP is new phenomena in Politics?: The success of AAP in Delhi Elections, 2013, although it continued only for 49 days, has made it s successful brand? • Is AAP is successful in developing in a “Brand”? Or the media has established it as a “Brand”? • Is AAP an answer to Democracy? Or is it mobocracy? • Is AAP tech savy? How could AAP so successful in social media?

46 International Journal of Management & Business Studies www.ijmbs.com ISSN : 2230-9519 (Online) | ISSN : 2231-2463 (Print) IJMBS Vo l . 4, Iss u e 3, Ju l y - Se p t 2014

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48 International Journal of Management & Business Studies www.ijmbs.com

The Politics of Soft Hindutva pp 117–139 Cite as

The Aam Aadmi Party’s Cultural Posture

• Amod Damle 3 &
• Nilu Damle 4  
• First Online: 17 June 2023

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During the 2020 assembly election campaign, Kejriwal publicized his temple visits, signaling to the Hindus that he was one of them. Additionally, he avoided appearing pro-Muslim by disregarding the anti-Citizenship Amendment Act protests. The CAA discriminated against Muslims by providing non-Muslim immigrants an easier path to Indian citizenship. The prevalent narrative about the Delhi voters suggests that the bread-and-butter issues matter more to them than religion and culture. Considering the AAP’s administrative record, the party could have won the election whether or not they appeared pro-Muslim. Nevertheless, Kejriwal’s campaign strategy suggests that he believed that offending the Hindus or appearing pro-Muslim would have hurt the AAP electorally despite the party’s exemplary administrative record. Supporting or opposing the protestors would have emphasized the Hindu-Muslim divide, pushing the undecided Hindu voters toward the BJP.

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Damle, A., Damle, N. (2023). The Aam Aadmi Party’s Cultural Posture. In: The Politics of Soft Hindutva . Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-32569-4_6

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An exploratory case study focusing on the creation, and development of a new political brand: The case of Aam Aadmi Party

2019, Journal of Public Affairs

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Global media journal

Dr. Amaresh Jha

What is common between corporate brands and political brands? Can political entities achieve branding on the lines of corporate brands? The current paper develops a conceptual framework of branding in the political market environment of India. The paper outlines the conditions under which political players develop branding attributes such as credibility, personality, associations akin to a corporate brand to achieve branding. It discusses various dimensions of the political market during and beyond elections and also describes how user engagement on social media alters the perception of a political brand. The discussion draws from the social media strategies deployed by the Indian political parties and leaders to win over the voters, the customers of a political market during elections and even gets down to identifying the characteristics of social media posts that seem to impact electoral outcomes. It describes how the political leaders and parties calibrate their social media post...

Sai Sharanya

Guja Armannsdottir

Purpose The extant literature demands more insights into the elements for political branding in India. Thus, this paper aims to explore political branding in terms of the influences of political branding. Design/methodology/approach The context is the young voters in an emerging country, India. Qualitative research was undertaken, and a total of 17 focus group discussions were conducted in the leading Indian cities. Findings This study found that the Bhartiya Janata Party (BJP) developed a strong governance and connection with the people. This approach developed a comprehensive brand among the young voters, who emphasized on the proof of the performance by the party. During pre or post-election, the BJP and other political parties need to develop a comprehensive political branding plan to connect with the voters. Research limitations/implications This study was focused on the external perspective of political branding. Future research can focus on the internal perspective in terms o...

Sumantra Bhattacharya

Wesleyan Journal of Research

Dr. Anirban Sarkar

Today political marketing (PM) is related with politicsfrom election, lobbying, governing to public service management. Throughout the world political parties are using this in democratic environment. It is evident from US Politics that a person contesting in election from any political party communicates to its target audience (voters) to get the support of the public. Through Voice call, email, radio, television, talk shows, social Medias they are connected with public. Similarly usage of facebook, twitters, chats, blogs are also increasing. In ordinary parlance political science and marketing both are contributing to political marketing. Different views are developed to explain this subject. The objective of the current research is to examine whether the role of marketing mix have at all any impact on success of Political Marketing in India in general and Kolkata in particular along with celebrity endorsement and appointing consultancy firms. In this research, we formed the questionnaire based on theoretical knowledge. The final analysis of study is backed by previous literature review and the pilot test was conducted with the questionnaire to rectify the errors. The study was conducted in Kolkata city and adjacent areas only. Here, stratified random sampling method was adopted to select the total sample size of 403 respondents.

Christopher Pich

This paper seeks to explore how political actors within the Bharatiya Janata Party (BJP) use social media in their communication campaigns and how these social media platforms are understood by citizens following the 2014 Indian General Election. This research attempts to address the limited understanding of social media in the context of politics (Barnard and Kreiss, 2013; Burton and Shea, 2010; Cogburn and Espinoza-Vasquez 2011; Ganz, 2009; Gulati and Williams, 2007; Kumar 2009; Owen and Davis 2008). Furthermore, the limited research on political branding and social media has predominantly focused a western context negating eastern perspectives including the republic of India. This study will use the adapted Kapferer’s (2008) brand identity prism developed by Pich et al. (2014) to a political setting. This framework will ground the study and offer the opportunity to examine the role of social media from an internal brand identity and external brand image perspective. The findings ...

Abdul Latif

Political marketing is practically not a new idea; parties and candidates are marketing themselves from ages. However, now it has been acknowledged as a separate intellectual concept. The paper examines basic flaws made by candidates and/or political parties of Pakistan and ...

RSIS International

The paper is a longitudinal qualitative analysis that has tracked the evolution of election campaigning in India since 1991 to 2014. Also, it has conducted a sentiment analysis on the 2014 general elections considering the two key political parties, the BhartiyaJanta Party (BJP) and the Indian National Congress (INC). The study is aimed at documenting the developments in electoral campaigning and innovations in social media, mass media, outdoor and volunteer support. It finds out how election campaigning and political marketing has evolved over the years from 1991 to 2014. The evolution is narrated in the literature review, wherein the journey of political campaigns in India is traced based on the research conducted on the subject till date. The research gap is in context to the ambiguity in trends in the 2014 general elections that have laid foundations for modern day campaigning. It also finds out if the modern day campaigning has become more leader centric. Trough qualitative research by expert interviews and focus group discussions, it maps the keywords associated with the two contending parties namely the BJP and the INC in the 2014 elections. The result is presented by using a mind map so that it can be analysed that who is top of the mind in eyes of the common man, the party leader or the party itself. During the course of the research, it has also been found that the sources from where political news is consumed. This research is significant as the mediums that emerge as most used, can be used for campaigning for targeting the educated voters during elections.

Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications

Rohit V Kumar , Anindya Dutta

India demographic pattern is changing so fast with the growth of youth segment. it is true that today youth generation of Indian are not interested in politics or in casting the votes. There may be a possible reason the political parties are not able to understand the requirements of the Indian youth segment. This research article is a sincere attempt to study the political brand perception and political brand selection behaviour of Indian youth with the empirical data. RIDIT approach is being used to analyse the empirical data. The results of this present study have depicted a deep insights of Indian political branding aspect from the voice of the Indian youth voters’.

Ijaems Journal

—Politics and Marketing go hand in hand. A party's or a candidate's use of environmental analysis and opinion research to promote and publicize an awareness about the party's organizational motto and aims for the betterment and satisfaction of groups of electors in exchange for their votes is the role of Marketing in politics. Emotional branding is chiefly regarded as a key to marketing success in politics. However, when using emotional branding as a tool to reach out and connect to the masses, little attention is given to the risks posed by this strategy. This article attempts to illuminate how emotional-branding strategies, in an attempt to appeal to the masses are conducive to the emergence of a negative brand image of that party or candidate, technically called as " Doppelgänger " brand Image. A case study of Lok Sabha Election polls of 2014 held in India is considered to highlight how doppelgänger brand image can affect the voting response of the public. The authors discuss how the principle of emotional branding used by the losing party paradoxically encouraged the formation and propagation of doppelgänger brand imagery which backfired them. The historic loss of Indian National Congress against Bhartiya Janata Party is closely analyzed from the emotional branding and brand outlook perspective. The author concludes with a discussion of how Indian National Congress can progressively use the insights gained by analyzing a doppelgänger brand image. Keywords—Indian National Congress, Bhartiya Janata Party, Doppelgänger Brand Image, Emotional Branding, Marketing Campaigns.

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