Digital Team:

Donil Shijagurumayum
Nupur Bhutani
Rahul Ravindran
Swikriti Sharma

BRIEF
Create positive word spread about AAP
Suggest appropriate digital platforms to:
Provide few months work in to overshadow their wrong
image
Revive AAPs positive image

Budget: 5 Cr
Duration: 10 months

Competition Analysis

Bhartiya janta party

Use Volunteers
of digital
Modi media
has
& coordinators
11as
Ma
followers
powerful
On Google+,
as on
eKaryakartas
fund
Twitter
the
raising
BJP Miss
med

Indian national congress

Congress
On
Active
The
Leads
Excellent
Facebook
only
ahead
Twitter
Indian
engagement
hasof
the
build
account
the
political
party
a
other
comprehensive
through
has
party
parties
2 million
to
whatsapp
be
on present
Google+
fans
presence
with
helpline
on
,quality
1.8
across
Instagram
million
number
and
the talking
vital
timing
officis

AAPs digital presence

Website

Social media networks

FACEBOOK

TWITTER

Use of social media by political parties

Facebook & twitter popularity

Presence on Google+

Problem identification
Mr Arvind Kejriwal is allegedly called as a dictator
Lack of loyalty within the party
The party lacks disciplined approach when it comes to controlling
internal affairs
No internal democracy in the party
Insufficient use of digital platform to bridge the gap
Communicate
Disseminate messages
be clear with the objective
Limited display of plans on social media platform

Digital strategies for aap

Our objective for Digital PR

Softly display AAPs few months work

AAP ki

The party is plain transparent and voices its opinions and sh

Google + Hangouts
Regular interaction with AAP Members
Online press conferences

Twitter
Link all social media channels
Share information about upcoming events
Twitter campaigns

Campaigns budget
Feature all campaigns in print & radio 10
lakhs each
Promoted Trends INR 5.5 lakhs/24 hours
Promoted Accounts INR 6 lakhs/handle
min.
Promoted Tweets INR 6 lakhs min.

facebook
Keep the page updated
Cite accomplishments, albeit discreetly
Shift the audience focus
Careful monitoring of Facebook page

campaigns
AAP ka safar

AAP ka

AAP ka
Net Amount: 1.5 Crores
Digital Promotions and Ads: 40 lakhs
Radio and Print Promotion: 70 Lakhs

AAP ki
This project is a communicative model

AAP ki

For more engagement the page is linked with Facebook, Twitter

AAP ki
Objective: To know the problems of the citizens
Net Amount: 1 crore
Creatives: 2-3 daily
Digital Promotions and Ads: 30 lakhs
Radio and Print Promotion: 50 Lakhs

AAP ki e-sabha
A unique platform devised to discuss and highlight local issues with senior
leaders from AAP and Arvind Kejriwal
Objective
Reach out to the masses offline as well as online,
Engage in a personal real time conversation over issues which are
relevant to them.
Crowd source views , suggestions and content on issues from netizens,
which can be used in devising personalized election manifestos
Convert the online buzz and engagement into a tangible community of
brand advocates who propel a positive word of mouth for Arvind
Kejriwal and AAP

AAP ki e-sabha
Objective: To solve the problems of the people and
to show there is no problem in the party
Net Amount: 2 crore
Duration: Once in a month
Digital Promotions and Ads: 70 lakhs
Radio and Print Promotion: 90 Lakhs

Linkedin
Linkedin
Continuous monitoring & updates
Group engagement with thought leaders

India Leadership Network

Entrepreneur India
Indian Economy

INstagram
Sneak Peak into the life of AAP leaders
Pictures from there meetings, e-sabhas

YOUtube
Keep the page regularly updated
Post videos of
E-Sabhas
Rallies
Speeches
Press conferences
Google Hangout sessions
Fans testimonials

Engagement through mobile apps

WhatsApp

Form strategic stakeholder groups

Share strategic targeted messages

For internal conflicts

This will show

AAPArvinds
ka Safardelegation
and AAP

Acknowledgement
We would like to extend our thanks to:

Prof. Ramola Kumar

Mr. Saket Pathak

and the entire DSC family..