Business Standard

Delhi Assembly polls: AAP, BJP bet big on social media, digital marketing

Experts see a shift in the way political parties are now addressing the electorate

Delhi assembly elections

(Left) AAP’s campaign focuses on Arvind Kejriwal and schemes and freebies, using Facebook and rickshaws as campaign billboards; (Right) BJP timelines mock AAP and celebrate festivals

Sneha Bhattacharjee New Delhi
Twenty-five-year-old Rehan Mohammad from Hardoi district in Uttar Pradesh plies his auto-rickshaw in the national capital, speeding with equal ease though its grubby alleyways and power-greased swanky neighbourhoods. Painted boldly on the back of his trademark green and yellow three-wheeler is the Aam Aadmi Party (AAP) campaign slogan for the upcoming 2020 Assembly elections, ‘I Love Kejriwal’. 

Like Rehan there are several hundred rickshaw drivers flying the AAP banner down the streets of Delhi—his community forming a significant part of the party’s electoral machine for the polls due in February 2020. The party has also used hoardings, community gatherings and social

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First Published: Oct 31 2019 | 12:23 AM IST

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