Skip to Navigation

Amitava Chattopadhyay

Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay


What we can learn about brand building from AAP’s stunning performance in the Delhi elections.

The Aam Admi Party’s (AAP) stunning performance has not only left India buzzing and the large national parties—BJP and Congress—dumbfounded, but there is a lot to be learned about brand building from an analysis of their success.

To win an election, one needs to capture the votes of ordinary citizens. As its name suggests, in targeting, the AAP has targeted the “aam admi” or the “common man”.

Turning to the core value proposition it offers or the DNA of its platform, the AAP offered transparency and an elimination of corruption in politics. This value proposition tapped in to a well-spring of desire in the hearts of a disheartened and disinherited Indian public. A public tired of years of corrupt rule by a privileged and dynastic political establishment that simply sought to feather its own nest.

Indeed, this desire to lord it over and serve oneself, rather than serve the public, is so strong among the established political parties and their candidates, that even immediately following the political outcome of the Delhi elections a sting by