First they mastered the use of social media for awareness and promotional activities. Then they launched innovative campaigns to garner support in Delhi. Now, the Arvind Kejriwal-led Aam Aadmi Party (AAP) has come out with a promotional film.
The 26.32 minute film is called 'Aam Aadmi Party: Aap Ki Party' and depicts its journey from conception, highlights its civic agitations over bijli-paani and showcases its promises ahead of the Delhi polls in November.
But conspicuous by his absence is Anna Hazare, the veteran anti-graft activist with whom most of the AAP's top leadership had whipped up a storm for Janlokpal.
This India Against Corruption campaign was the genesis of AAP, but the film has left Hazare out.
"We would have loved to use his (Hazare's) image. (But) it was on September 19 last year that Annaji clearly said that the political outfit (read AAP) couldn't use his name or image. Hum unheeki aagya ka paalan kar rahe hai (we are following his wishes)," said a source.
But whether or not it would be shown in party rallies across Delhi is uncertain. "The party's political affair's committee will meet on Monday to decide," said Sanjay Singh, a member of the national executive committee said.
Apart from Kejriwal, the film also has prominent leaders such as Manish Sisodia, Prashant Bhushan, Yogender Yadav, Sanjay Singh and Kumar Vishwas in it.
After showing events leading to the party's birth, Kejriwal - who appears without his trademark spectacles - pulls apart claims of chief minister Sheila Dikshit about issues in Delhi and then makes a multitude of promises "once the party comes to power in November."