25 November, 2020

Hit, But Don’t Run

AAP’s innovative strategies are a rage now, but what of the future?

Illustration by Sorit
Hit, But Don’t Run
outlookindia.com
-0001-11-30T00:00:00+05:53

Whether or not the Aam Aadmi Party posts good results in the coming elections and emerges as a player, it has already shown its mastery over some innovative and disruptive marketing tactics. Not just its stunt-a-day methods, which guarantee that the fledgling political unit headlines daily on national cha­nnels and newspapers, but some fairly strategic theatrics that have the potential to alter the dominant discourse.

So while as chief minister Arvind Kejriwal’s overnight dharna on the cold streets of Delhi to demand—the AAP always demands—that control of the police be handed over to his administration was in the realm of the absurd, and Somnath Bharti’s midnight raid to rid a middle-class neighbourhood of alleged prostitutes was boorish and tinged with racism, the new methodology is proving to be quite effective in achieving its purpose.

The AAP leader’s foray into Gujarat (the lion’s den, so to speak) was not your usual garden-variety gimmick. Kejriwal went there not merely to hold rallies and present his case. Nor was he...

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