Now, the Aam Aadmi finds its way into ad lingo

Brands try and cash in on Aaam Aadmi Party's popularity, use the term as a metaphor for commonality

Fashion at low or affordable prices could well have been the ad slogan for Big Bazaar's clothing sale. But the retail store chose to advertise it as Fashion@ Aam Aadmi prices.

A traffic safety advertisement by the Navi Mumbai police is even more interesting: "When it comes to changing lanes, it is always pehle AAP", with the word "AAP" highlighted in red and quotes.

Apart from being eye-catching, these ads bring to the fore the growing popularity of Aam Aadmi party, or AAP. "Now, AAP is a metaphor for commonality," says Harish Bijoor, brand expert and owner of Harish Bijoor Consults. "It is not just a phrase; it represents and denotes a movement. Hence, it is showing up in popular usage," he adds.

On the usage, he says, "I would be careful to use it because a campaign may bomb if the movement does not succeed." AAP is receiving as many brickbats as bouquets, as many critics as supporters. If the balance tilts, it could damage a brand associated with the party, which has already seen a sting operation controversy. Though that did not mar its popularity, experts foresee more such chinks in the party's armour.

Also, they do not foresee long-term advertising or big brands associating themselves with such fads. Small and short campaigns, as well as smaller brands, may, however, try their luck with the emerging trend. "I see restaurants and clothing stores and cafes coming out with Aam Aadmi sandwich, etc, but big brands will stay away," Bijoor says.

Brands opting for an AAP campaign usually target the youth, as this segment has been participating in the movement to eradicate corruption; the under-35 population is the most receptive to such campaigns. If the movement becomes a success, these brands may target other age segments, too.

K S Chakravarthy, national creative director of FCB ULKA, has a different Aam Aadmi story to tell. Years ago, he had come out with a campaign for the Congress, for the 2009 elections. The slogan was, "Congress ka haath Aam Aadmi ke saath (The Congress's hand is with the common man)."

"The Congress won that election," Chakravarthy says.

Though ownership of the words "Aam Aadmi" has changed hands, when it comes to using these for branding, Chakravarthy says, "Don't read too much into it. Today, it is Aam Aadmi; tomorrow, it will be something else. Every other day, there is something new."