Case Study: AAP s success as a Challenger Brand par excellence

AAM AADMI Party s Success Story Brand Identity & Symbolism Nature of Success & its Future Campaign Management low budget, high impact Party-Brand Vision Mission Values Differentiators Conversion Strategy Audiences & Messages Disruptive Innovations for Impact Opening up Mind Space Challenger Thinking

Brand Identity The Name: Arrogates the common man of India to the party Acronym AAP is a mark of respect to the common man Takes the space away from the Congress who have so far presumed to speak for the masses of India The Symbol: Broom connotes cleaning up - is also a simple, frugal and practical tool fit for the purpose The Cap: The Gandhi cap representing the honesty, integrity and spirit of serving the nation that the Independence Era political leaders had Brand Colors: Colors of the national flag connoting patriotism

BRAND DEFINITION Vision: A corruption free India Mission: A political party of principles wanting to really help/serve the people of India. Offer the people of India an alternative politics, a different experience of participative democracy and clean governance Values: Integrity, transparency, commitment to the greater good-what s good for the people, performance vs. power orientation doing good work and getting results that benefit the people Brand Essence: Clean & Transparent Governance Target Audience: Politically involved and concerned citizens of India who are searching for an alternative to the traditional political parties w.r.t corruption, delivery of services to citizens and good governance Competitive Frame of Reference: Traditional parties like Congress, BJP & others who are corrupt, sans values & principles and whose leaders are focused on amassing power, pelf and wealth for themselves to the detriment of the people of India Brand Personality/Archetype Crusader for good Challenger / disruptor of status quo Courage of conviction willing to fight hard and long for principles Sincere, principled Differentiator Contesting Elections with integrity Transparency & clean politics (anticorruption) - Campaign & party finances are properly declared and accounted for - Set a cap on campaign spending, within the limits prescribed by the Election Commission - Field only trustworthy candidates drawn from the people, people with a real commitment to serve their constituency Differentiator: Accessibility & Grass-roots people connection - Large volunteer force, not just party members - Mohalla level meetings to identify the problems and grievances of the people - Mass mobilization through people to people campaigning/w-o-m - Leaders who interact directly and closely with the public and citizenry Differentiators: Constructive Opposition / Effective Governance???? TBD

Disruptive Innovations challenging & disproving the established order & norms Election Campaigning: Candidate selection political novices with a keen desire to serve the people of their constituency, selected on merit with no considerations of class/caste/religion/gender disproving received wisdom that vote catchers, even if they have criminal records are a necessary evil Setting a cap to the campaign budget and staying within the same disproving the received wisdom that it is money power and voter bribing with goodies that wins elections Public donations accounted for donor provided with receipts and data recorded on the website, transparent and available to be seen by all disproving the raison d etre of established best practice - using unaccounted and undeclared cash for election funding

Opening up public mind space towards AAP as a serious contender: Bold moves of Challenger thinking Arvind Kejriwal decides to contest against Sheila Dixit in her New Delhi constituency A symbolic throwing down of the gauntlet Demonstrates courage and risk taking A victory for AK and AAP signals the end of politics as usual and presents AAP as the force to reckon with

Conversion Strategy: Tailored messaging to audiences Listening to the people & understanding their needs Door-to-door interviews with people in all 70 constituencies in Delhi, across the spectrum to understand and list their problems & grievances Mohalla meetings in all constituencies http://www.thehindu.com/news/cities/delhi/aap-goes-doortodoor-for-71 unique-manifestos/article5256570.ece Tailored messaging Specific Manifestos for each of the 70 constituencies - based on mohalla / council meetings held there to identify people s needs and problems at the ground level

Campaign Communication Mix: Surprisingly cost-effective options and ongoing orchestration: Low Budget/High Impact AAP said they would cap their campaign budget at Rs.20 CR and eventually spent Rs. 18.5 CR By all estimates, their budget was a fifth or sixth of that of the BJP or Congress. It was within the Election Commission s prescribed limits. They used a huge mix of elements very well the core of the campaigning strength came from the volunteers and smart use of technology and the digital medium. Media Coverage / PR: Opinion polls were regularly conducted and their results publicized Arvind Kejriwal held fasts in certain areas to draw attention to the high prices of electricity, difficulty of obtaining drinking water etc Digital and social media: Email, Face book and Twitter were used extensively Volunteer Strength (estimated at between 10-15,000) working on the ground in Delhi: Human chains of volunteers wore printed t-shirts and placards and travelled through the Delhi Metro. People also placed placards in their home windows, held banners up on bridges instead of paying for hoarding space Volunteers wore the AAP cap wherever they went, carrying the brand message Volunteers walked through bastis and slum areas pitching slogans and distributing leaflets Conventional Media: Radio: Lesser cost medium for continuous and changing messages; in-house production for rapidly adapting and changing messages at lesser cost of production Auto-rickshaw backs: Low cost visibility that also reinforced subtly (medium as message) that AAP is for the aam aadmi Thousands of copies of constituency level manifestos were printed and distributed

Campaign Communication Mix: Surprisingly cost-effective options and ongoing orchestration

Volunteer Organization Design Prof. Phaneesh Puranam Prof. Strategy & Organization Design at INSEAD As I researched the story behind their success, it became apparent that the AAP was using the same sort of organizational techniques that have made Wikipedia and Linux successful; the creation of a system that attracts valuable but voluntary (i.e. free to the organization) contributions from a large number of people distributed in different locations, of the right kind and at the right time required. Such systems do not emerge spontaneously, full formed, but have to be crafted. The AAP, however, was borne out of a popular anti-corruption social movement in India, and many of those involved in the movement became highly motivated AAP volunteers (estimates suggest between ten to fifteen thousand of them were on the ground in Delhi). These volunteers included students, software engineers, management consultants, bankers and media specialists. They were there because they perceived the AAP to be actually living up to its ideals of a transparent and corruption free society, through the way in which it raised funds and selected candidates. They contributed not only funds and effort, but also specialist skills and a slew of clever but cheap campaigning ideas. The critical point here is the variety of ways in which volunteers could choose to contribute, irrespective of their financial strength, skills, free time and even location. What the AAP seems to have clearly understood is that when people choose how to contribute voluntarily to an organisation, then many of the traditional costs of organising -- selecting, monitoring, motivating, rewarding -- disappear. A clearly stated inspiring idea, combined with a smartly designed structure that allows volunteers to choose from a menu of ways in which to contribute, led to an extremely effective and cheap campaign. You can think of this as a story about crowdsourcing, frugal innovation, social entrepreneurship, or indeed all of the above. I like to think of it as leveraging the power of integrity through intelligent (organisational) design.

The Future for AAP

AAP s Success Record The AAP's electoral debut is stunning. Total vote tally: AAP 28, BJP 31, Congress - 8 It won 30 per cent of Delhi's vote within a year of its birth. It relegated the Congress to third place, eating away 15 per cent of its vote. The AAP also chipped away roughly three per cent of the BJP's vote, and reduced the BSP, which held great promise, with 14 per cent of Delhi's vote in 2008, to insignificance. With less money than the Congress or the BJP, and driven by volunteer energy, the AAP has stolen the thunder from an otherwise quite impressive BJP performance. It has rattled the Congress and planted doubts in the BJP's mind, making it unsure of what lies ahead.

Growth & Expansion of its Footprint and franchise across the country Political pundits believe that the AAP s version of politics and its ideology is restricted to urban centers or to urban/semi-urban areas around NCR AAP will find it difficult to find support and voters in rural areas and in other regions where the political formations are different (e.g. Tamil Nadu) AAP will find it difficult to scale up its model of public participation, transparent funding etc rapidly, in time for the 2014 elections The AAP is confident however, that it will be successful outside NCR, at least in a few states Haryana, UP and Maharashtra, to begin with Prof. Ashutosh Varshney, however, makes an optimistic prognosis for AAP: Moving forward, the AAP's quick spread to India's urban parliamentary constituencies (94 in all) and semi-urban constituencies (122) simply cannot be ruled out. Penetrating rural constituencies (327) beyond those that exist in the larger neighbourhood of Delhi, especially Haryana and western Uttar Pradesh by May 2014 will be a tall order. If the AAP gets 30-40 seats in 2014, mostly from urban India, it will be the third largest party in Parliament. If it gets 15-25 seats, it will still be a force like the BSP, SP, JDU, TMC, DMK, AIADMK or BJD in Parliament. This may or may not come true in May 2014, but it remains a remarkable prospect.

How should AAP as a party and as a Brand? - retain its ideological appeal - build greater credibility with the public - transform itself into a democratically governed institution As it grows and moves from being a challenger party or a movement for change into a party in power?

Decoding AAP s DNA & Promise to Citizens How can AAP be classified & categorized and its meaning understood? Drawing from historic precedents, political pundits draw the following analogies: Ashutosh Varshney writes in the Indian Express that there are only three comparable instances in post- Independence history of such a stunning debut for a new political party: Janata Party in 1977, TDP in Andhra Pradesh and AGP in Assam in the 1980s. He is looking at AAP as an electoral insurgency. Swaminathan S. Anklesaria Aiyar in his Swaminomics column for the Times of India latches on to AAP as an anti-corruption movement. So he compares the rise of AAP to Jayaprakash Narayan in the 1970s and V P Singh in the 1980s. The first toppled Indira Gandhi. The second unseated her son. S L Rao focuses on how AAP grew in strength its volunteer base, its use of social media, its strategy of collecting small donations from the many. In his op-ed in The Telegraph he compares it to the first Obama campaign. The problem is AAP does not fit comfortably into any of its political forbears because as Rao writes unlike most parties in India, it is not based on inherited power, wealth, community, caste or language, but on the principle of integrity. Kejriwal has more of a mouse-that-roared persona instead of a celluloid God-on-earth like N T Rama Rao. Varshney points out that unlike AGP, AAP was not born out of a student movement. It has nothing to do with regional pride which has been the usual genesis of smaller parties in India from DMK to Trinamool to the Samajwadi Party. Though the Lokpal movement triggered the formation of AAP, the political party, it was nothing as cataclysmic as the imposition of Emergency. Read more at: http://www.firstpost.com/politics/problem-of-aap-why-kejriwal-is-more-of-a-mouse-thatroared-1302207.html?utm_source=ref_article

Decoding AAP s DNA & Promise to Citizens How can AAP be classified & categorized and its meaning understood? It is trying, writes Varshney, to practise what may be called the politics of citizenship. That means democratic deepening, deliberative democracy, governance, accountability, citizen politics versus clientelistic politics. Or on the flip side, it s tapping into an anger and frustration with the system. As Kejriwal puts it: Those whose salary comes from our money don't listen to us. We cannot do anything against government doctors, teachers, fair-price shopkeepers, or policemen. As Varshney writes it is the promise of a citizen-friendly and corruption-free state, that has begun to excite the imagination of urban India. The AAP threatens to undermine politics as it is practised. Writes Aiyar. Modi offers a vision of change, but within the existing political framework. The AAP offers radical change outside the existing framework. Read more at: http://www.firstpost.com/politics/problem-of-aap-why-kejriwal-is-more-of-amouse-that-roared-1302207.html?utm_source=ref_article http://www.indianexpress.com/news/politics-as-unusual/1210646/0 http://blogs.timesofindia.indiatimes.com/swaminomics/entry/aap-can-scale-up-like-jp-vp-singhmovements

AAP s has opened up a new ideological space in the culture of India s Democracy which it must expand and retain to build credibility as party of clean governance that is anti-corruption IDENTITY POLITICS Rule by members of one s own caste / religion for in-group gains Caste/religious wars & riots Clan loyalty is paramount Qualifications Party members who run for office must have the qualifications Transparent screening & selection Must have a desire to serve the people And be accountable for performance 18 MERITOCRATIC ACHIEVEMENT Authoritarian Power/Clientelistic & Patronage Politics THE CULTURE OF INDIAN DEMOCRACY People Power / Politics of Citizenship DYNASTIC INHERITANCE Political families rise Power is transferred within families Inheritance over competence Attitude Politician is a public servant, who governs, not a Ruler who rules The common people must benefit, irrespective of their caste, clan, religious affiliations SPIRIT OF PUBLIC SERVICE FOR ALL Space Doctors Ltd 2008

The AAP Brand must distribute its messages and communication across performative & democratic elements rather than just the leaders and promises Local Leaders Results & Performance Ideology, Vision & Senior Leadership The Party Members & Volunteers Democratic Practices Policies & Manifesto

Millward Brown s Brand Growth Model Although AAP is not a commercial, for-profit enterprise, some elements of this model could serve as a good guidepost for AAP as it grows, expands and builds itself as a political institution