The Aam Aadmi Party (AAP) is using a mix of technology and traditional campaigning to win a third term in Delhi's February 5 assembly elections. This approach combines artificial intelligence (AI) with rallies, door-to-door outreach, and welfare promises to appeal to all voter groups.
AAP is creating AI-generated spoofs and videos to connect with tech-savvy voters. These include party leader Arvind Kejriwal appearing alongside iconic figures like Babasaheb Ambedkar and satirical takes on Bollywood characters, such as Gabbar from Sholay, to criticise the BJP's governance.
These creative videos aim to deliver AAP's messages in a relatable and modern way.
Traditional campaigning and early outreach
While leveraging technology, AAP hasn’t neglected traditional methods. The party launched padyatras in mid-2024 and announced candidates earlier than rivals to gain a strategic edge. E-rickshaws with LED screens, campaign songs, and speeches help spread Kejriwal’s message across Delhi.
Senior party leaders are conducting rallies, and AAP highlights its achievements through extensive social media campaigns. Despite the tech focus, personal connections remain central to their strategy.
Welfare promises for key voter groups
AAP has tailored welfare schemes to target specific voter segments:
- Women: The Mukhya Mantri Mahila Samman Yojana offers ₹2,100 monthly allowances and free bus rides.
- Elderly: Free healthcare at government and private hospitals.
- Auto Drivers: ₹10 lakh insurance and ₹1 lakh assistance for daughters’ marriages.
- Marginalised Communities: Free competitive exam coaching under the Jai Bhim Mukhyamantri Pratibha Vikas Yojana.
- Purvanchali Community: Chhath Puja celebrations and a Bhojpuri campaign song to connect with voters from Bihar and eastern Uttar Pradesh.
Kejriwal and his wife have strengthened voter relationships through gestures like sharing meals with auto drivers and inviting sanitation workers and others for tea.
Also Read: AAP manifesto: Slew of promises expected, freebies to continue
Soft Hindutva appeal
To connect with Hindu voters, Kejriwal has incorporated soft Hindutva elements, such as chanting the Hanuman Chalisa and visiting temples. This approach contrasts with the BJP’s more aggressive Hindutva stance.
The BJP, out of power in Delhi since 1998, faces internal struggles, including a lack of a clear chief ministerial candidate. AAP has capitalised on this by positioning Kejriwal as a decisive leader with a proven governance model.
AAP’s governance model under scrutiny
AAP’s focus on free welfare schemes, like electricity and water subsidies, healthcare, and education, continues to resonate with lower-middle-class and marginalised voters. While critics question the sustainability of these policies, AAP defends them as an alternative governance model.
As the Delhi election approaches, the outcome is seen as a referendum on AAP’s governance and Arvind Kejriwal’s leadership. The party hopes its innovative blend of AI-driven content and grassroots campaigning will secure another term in power.
Also Read: CM Atishi files nomination from Kalkaji for Delhi elections
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