The Day Aam Aadmi Had A Party: A Success Story of the Brand "Aap (Aam Aadmi Party): A Case Study

The story of Aam Aadmi Party (AAP) is amazing........starting from scratch and reaching the highest corridors of power. It is more of fiction than the real one. Even the best of political observers in all the leading national level political parties underestimated the power of AAP. They used to call the party as “bunch of jokers”, a “mobocracy” etc merely out of their ignorance, arrogance, ego and frustration. The success of the AAP, which is only few months old, has produced ripples in the political scenario of the country by its debutant victory in recent Delhi Elections 2013. The political party formed on 26th of November 2012, and with no political backing and limited resources, has made its presence felt by connecting to the hearts of the common man in the capital. With promises to unearth corruption from the system by giving the nation the much awaited Jan Lok Pal bill, AAP is also challenging the political nexus for the first time in the country after independence. Today it has 10 lakh total members (5 lakh post 2013 Assembly polls), 322 offices across the country, 309 districts where AAP is present and is growing every day...... are now eying forth coming Lok Sabha Elections in 2014. The paper discusses that How successful Brand “AAP” has converted Civil Rage into a Democratic Mandate and has become one of the most powerful brands in Political Marketing in India and will is continue to be successful in future?????