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A People's Movement and Its Positioning - A MSLGROUP in India infographic

AAP Under The Microscope VOICE OF INDIA 2014 An MSLGROUP hillahe Spearheaded by Tapped into the electorate's frustration with Won an astonishing Arvind Kejriwal 28 of 70 seats CORRUPTION AND in the recent Delhi Legislative Assembly elections DISILLUSIONMENT with the polity Could this be the With no party getting a clear majority, AAP chose to form a government with Congress support after asserting that it would not do so. beginning of India's version of the Arab Spring? GAAP • Can this arrangement work? • Can AAP deliver on its ambitious agenda? And how will the Delhi Assembly results impact the larger political set-up? NATIONAL ROLLOUT AAP is gearing up to contest the general election to be held in the next few months. EAAP While the debate on whether Kejriwal should contest the election was protracted, AAP decided to contest as many seats as possible. It invited applications through a form on its website; tickets would be granted only after strict background checks. AAP has kicked off a national campaign to enroll members. Organising rallies across all 29 Lok Sabha constituencies in Madhya Pradesh, AAP is planning to contest all the seats in Gujarat, Uttar Pradesh and Haryana, and focus on urban pockets in Maharashtra, Karnataka, West Bengal and Tamil- Nadu. AAP realises that caste and community voting patterns in Uttar Pradesh and Rajasthan will require a different approach from its established one of anti-corruption. AAP's genesis can be traced to the differences between Kejriwal and social activist Anna Hazare, who launched his national anti-corruption movement in 2011. THE BEGINNING 2011 2012 MAY 21 India Against Corruption movement captures the public imagination. Anna's fasts at Delhi's Ramlila Maidan receive popular support Lokpal Bill referred to select committee in Rajya Sabha AUG 16-28 SEP 19 Hazare, Kejriwal accept that their differences are irreconcilable and part ways OCT 02 Kejriwal announces formation of a political party DEC 21 Jan Lokpal Bill, the objective of which was to turn the screws on corruption, not tabled in Parliament. Food Security Bill tabled instead NOV 26 Party formally launched in Delhi VALUE PROPOSITION AAP is not an isolated By unearthing irregularities in government functioning and de-jargonising the debate, AAP dominated it by speaking the common man's language Through mohalla sabhas - locality-level administrative councils - AAP is 'customising' People relate to it as a revolution phenomenon, but the by-product of a national churn. It is more about ideology, presenting itself as an 'anti-politics' political party that channelises their resentment towards all the government. These sabhas, through their better understanding of local issues, established parties. AAP has positioned itself brilliantly as an outsider that wants to clean up the corrupt system are thought to be more effective USE OF PR TOOLS The broom as a party symbol had high brand recall and connected instantly with households. It also conjured up images of corruption being swept out Kejriwal used every communication tool - Facebook, Twitter, TV, outdoor - to create a strong, clean image for his party. AAP's low-cost ads worked well The use of social media was brilliant. #Vote4Aam AadmiParty became the top trend on Twitter. AAP's online platform and viral messages were hits The white cap - a symbol of the Gandhian approach - worn by party members gave AAP political credibility The 'Metro Wave' - volunteers on Delhi Metro platforms explaining AAP's objectives to commuters - was a great way to reach the grassroot audience The use of the 'Aam Aadmi', or 'common man', in its name and the acronym AAP - which in Hindi is a respectful way of addressing somebody - connected आप आवपी पाटी Aam Aadimi Party Volunteers campaigned the old-fashioned way, going door to door instead of relying on leaders' charisma and large rallies with voters SWOT ANALYSIS STRENGTHS WEAKNESSES Still a Delhi-centric party run by volunteers. It needs full-time cadre and a solid organisational set-up if it is to form a government at the Centre Voters are convinced that AAP has transparent funding practices ... AAP's mission is clear, crisp and consistent. From the early days of the Jan Lokpal Bill campaign, the consistent messaging has created great recall AAP's manifesto revolves around corruption, but India has other pressing issues too ........ AAP does not have a majority in the Delhi Assembly, nor is it the single largest party. Its government can hardly be thought of as stable Relies on its understanding of the people's mood and its members for strategy formulation, unlike many national parties that outsource strategy *****.......................... AAP's seemingly changing stance on accepting government accommodation and cars was criticised as gimmicky. Presents fresh and clean candidates using bottom-up approach, not commonly used by others, thereby eliminating instances of nepotism -............. Party leader Prashant Bhushan's call for a referendum - rejected by AAP - on whether the Army should be withdrawn from Kashmir smacked of amateurism. OPPORTUNITIES THREATS Might be difficult to replicate Delhi's success in other states where people vote more along caste Its success in Delhi has reverberated in other states. Many think of it as a credible third alternative and communal lines Given the support it got from techies, Bangalore may be its biggest opportunity Its decision to take Congress support in Delhi was viewed as a betrayal by many AAP'S MOVERS AND SHAKERS KUMAR VISHWAS Party Leader ARVIND KEJRIWAL Chief Minister of Delhi Constituency: New Delhi Background: Graduated from IIT-Kharagpur, was a joint commissioner in the Income Tax Development, Local Bodies, Land and Building Constituency: Patparganj Background: Social activist turned politician and member of AAP's national executive MANISH SISODIA Minister of Education, PWD, Urban Constituency: NA Backg round: Hindi poet, professor of Hindi Literature. Likely to contest against Congress vice- president Rahul Gandhi in Amethi. Department. committee. A former joumalist, he's one of Kejriwal's closest associates. SURENDER SINGH Party Leader Constituency: Delhi Cantonment Backg round: Former commando, served in the Army for 14 years. Fought at Kargil, was part of the 26/11 operation. PRASHANT BHUSHAN RAKHI BIRLA Senior Party Leader Constituency: NA Background: Supreme Court advocate, social activist. He is notable for filing public interest litigations for social awareness and for exposing corruption cases. Minister for Women and Child, Social Welfare and Languages SHAZIA ILMI Constituency: Mangolpuri Background: Delhi's youngest ever Cabinet minister, she was a reporter with a local TV Party Leader Constituency: Lost from RK Puram Backg round: Former TV journalist, she was a spokesperson for the India Against Corruption movement led by Anna Hazare in 2011 and 2012. station. AN MSLGROUP IN INDIA INFOGRAPHIC Sources: The Times of India, Hindustan Times, Wikipedia, Twitter Image Credits : www.pinterest.com, www.news.in.msn.com, www.topnews.in, www.economictimes.com, www.spectralhues.com, www.deccanchronicle.com, www.mid-day.com

A People's Movement and Its Positioning - A MSLGROUP in India infographic

shared by mslgroup on Jan 13
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The recent elections to the Delhi Legislative Assembly were revolutionary in many ways. A tidal wave of anger against corruption and disillusionment with the political system swept the Aam Aadmi Party...

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