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Published by:
IBS Case Development Center (2014)
14 pages
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The Aam Admi (Common Man) Party stunned the Indian political system by capturing power in the Delhi assembly elections barely a year after it came into existence. The party then set its sights on the 2014 general elections. Leveraging on the increasing internet & mobile usage in India, the party built up a highly successful social media strategy. The case talks about AAP’s social media strategy against the backdrop of the new generation of Indian voters and compares AAPs social media strategy with those of its competitors.


Aam Admi party; Social media; Facebook; Twitter; Google+; You Tube; Arvind Kejriwal; Anna Hazare; India against corruption; Lokpal/Jan Lokpal; Bharathiya Janatha Party; Indian National Congress
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