AAP takes lead in campaigning for Delhi polls

November 23, 2014 08:19 am | Updated April 09, 2016 11:59 am IST - NEW DELHI:

An Aam Admi Party poster at Laxmi Nagar in East Delhi. Photo: Shanker Chakravarthy

An Aam Admi Party poster at Laxmi Nagar in East Delhi. Photo: Shanker Chakravarthy

Securing a complete majority for Arvind Kejriwal and setting the agenda for rivals is what the Aam Aadmi Party plans to achieve by taking a lead on the campaigning front for the Delhi Assembly elections.

The party has already started an aggressive campaign on radio and outdoor media -- platforms it describes as “low cost and high impact” -- much before its rivals and without even waiting for the announcement of poll date.

Party leader Ashutosh uses a cricketing analogy to explain this “haste”. “We want to create our own pitch by raising issues we feel are important and force others to play on it. The plan is to convey to the people that we have a vision for the city and its people and compel other parties to discuss theirs whenever they launch their campaign. This is our message,” he says.

And the radio waves are beaming the message through a series of audio clips for the past ten days with sign-off slogans such as Paanch Saal Kejriwal (Five years for Kejriwal) and Kejriwal Phir Se (Kejriwal, yet again).

In the days to come the party plans to launch more such audio clips. AAP’s Dilip Pandey says that because the production cost of creating is zero and the slots are cheaper compared to print or television, the party finds radio as the most suitable medium.

“The voice-over is generally from a volunteer or Mr. Kejriwal himself. We use simple recording devices and do not hire a studio. The limited money we have can be optimally used to generate clear and effective messages. It connects with the masses in a city such as Delhi where there are a large number of listeners,” he says.

While the “better funded” political parties pump money into radio campaigning, the party also plans to use the medium to generate funds. In one of the radio campaigns, Mr. Kejriwal appeals to the people to contribute amounts as small as Rs.10 for the party and reap the benefits in the form of a better government.

He also emphasises that even a small share of people’s hard earned money will help the AAP to take on the “might of black money and its usage during elections”.

And the appeal has worked, according to Mr. Ashutosh, in the form of smaller amounts, which have started pouring in since the airing of the radio advertisements started. He is equally optimistic about bigger donations once the dates of elections are announced.

The radio messages have been divided into three broad categories.

“First is the central theme which is to present us as an honest alternative to the BJP and the Congress. Second is the event where we make clippings according to the issues that come up during the campaign. Third is to popularise our Delhi Dialogue initiatives and the themes we have picked up,” Mr. Pandey explains.

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