Fledgling Aam Aadmi Party's in-your-face campaign and personalized accusations have forced the mainline parties to drop their disdain for activist Arvind Kejriwal's outfit and acknowledge it as a rival who must be checked.
AAP's calculated decision to breach an unwritten code of mainline parties not to level direct allegations in poll advertisements has paid off as the new outfit has managed to get under the skin of both Congress and BJP leaders.
Determined not to accept any "compact" between Congress and BJP, AAP has been intent on disrupting the status quo, ensuring it cannot be treated as a "joker'' in the pack with a no holds barred confrontational style.
Sample this: AAP posters on auto-rickshaws call CM Sheila Dikshit 'baimaan (dishonest)', urging people to ring in an 'imaandaar' government to power. Earlier, radio spots saw Kejriwal hit the nail on the head by asking people if they would trust BJP leader Vijay Goel instead of Dikshit.
The campaign claims that AAP is now all set to form a government and will sweep out corruption seems a bit arrogant, but the party's strategy lies in making a dream seem completely probable.
The single campaign message of being the "incorruptible'' has been driven home whether it is through Gandhi topi or the brave assertion that AAP will hark back to the ideal of Lal Bahadur Shastri, known for his simplicity and honesty.
AAP has sought to trip its slow moving rivals by nimble attacks, clubbing BJP as no different from Congress. It has taken a while for BJP to realize that an audacious rival could end up stealing the election, forcing it to target AAP specifically.
AAP has depended heavily on social media and door-to-door campaigning instead of using billboards and print advertisements that are more expensive. And the end result is not too bad. Less than 13 days before polling, the party has garnered 4.74 lakh likes on Facebook, boasts of 18.27 lakh followers on Twitter and has 1.12 lakh campaign calls made by volunteers.
Sociologist Shiv Visvanathan said, "AAP is a local party that has grabbed national interest... I would still call it an experiment which people find exciting and are responding to it.''
He said what worked for AAP was the fact that they were critical without mincing words. "Kejriwal appears the least aggressive of the three leaders that are in the running. Even when Anna Hazare criticizes him, Arvind says he is my guru. He does not shun continuity but also acknowledges that he is going his own way,'' Visvanathan said.
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