In Delhi, Aam Aadmi Party (AAP) workers form two teams every day for outreach. One team visits areas where people in need reside, engaging them by discussing government schemes like free electricity, water, and healthcare.
The second team targets wealthier neighborhoods where the free schemes don’t impact people directly. In these areas, workers emphasize Party Chief Arvind Kejriwal’s education at IIT, his intelligence, and his stand against nepotism. To understand this strategy, we spoke with party officials and booth-level workers, revealing that AAP is focusing on strengthening booth management like the BJP. Hence, AAP has launched its own “Revadi Par Charcha” campaign, modeled after BJP’s “Chai Pe Charcha.”
The current term of the 70-seat Delhi Legislative Assembly ends on February 23, 2025. In the 2020 elections, AAP won 62 seats, while in 2015 it won 67.
Workers Carrying Revadis Across Every Street On November 22, Arvind Kejriwal launched the “Revadi Par Charcha” campaign. The BJP has criticized AAP’s free schemes as “freebies.” Kejriwal has responded with a campaign focusing on this issue.
A booth-level worker shares, “In 2020, we ran a program called ‘Vidhayak Aapke Dwaar’ which was a hit. Senior leader Gopal Rai suggested it. This time, Arvind Kejriwal proposed bringing revadis to every street, and his team devised a complete plan.”
80-Minute Training for Workers In Trilokpuri, a booth-level worker explains, “In November, workers were trained for the campaign. Sandeep Pathak, Punjab’s Rajya Sabha MP, prepared the training format. In 80 minutes, we learned the campaign’s objectives, how to reach people on the streets, and how to convey why Kejriwal must win. We were also given tips on how to engage effectively.”
This election, AAP’s strategy focuses on the “Revadi Par Charcha” campaign. To prepare workers, formal training was provided. Each booth will have 12 people, tasked with reaching about 1,000 voters per booth.
Five Key Objectives of the Campaign
- Building Kejriwal’s image as a brother and son.
- Emotional appeals with details of each scheme.
- Demonstrating how Kejriwal treats everyone like VIPs.
- Mitigating anti-incumbency sentiments.
- Convincing voters that if AAP loses, free schemes will end.
Revadi and Kejriwal’s Emotional Letter Before Meetings Before each meeting, workers distribute invitations bearing Kejriwal’s name to households. Once the meeting begins, everyone receives a letter from Kejriwal and a packet of six revadis.
“Revadi Par Charcha” App and Data Analysis AAP is also conducting a scientific analysis of these meetings. A worker showed an internal app where data from each meeting, including the number of attendees and their complaints, is collected. Both subjective and objective data are used for analysis to understand the mood of the voters and adjust the campaign accordingly.
Plans for High-Profile Areas AAP workers shared pamphlets targeting upscale areas like South Delhi, where Kejriwal is portrayed as a highly intelligent, visionary leader with a master plan for cleaning the Yamuna and improving Delhi’s roads. The goal is to create an image of Kejriwal as an honest leader with the capability to solve challenges that others cannot.
In these affluent areas, speeches and rallies are handled by different teams. These meetings focus on showcasing Kejriwal as a leader who is both highly intelligent and proactive.
Source Insights Sources within AAP explain that Kejriwal’s image in upscale areas is that of a smart, active leader, rather than the typical “brother and son” figure seen in other communities.
Team Structure In each constituency, the “Revadi Par Charcha” campaign involves three key members per ward—ward in-charge, president, and organizing secretary—forming a team of 12 at each booth, targeting about 1,000 voters. For each booth, the goal is to engage with 4-5 lanes, reaching around 50 families per lane.
In affluent areas, separate teams focus on the more refined campaign approach, involving speeches and detailed plans.
Understanding the Work in Kondli In Kondli, a worker narrates, “Kejriwal is your brother and son, striving to make you a VIP. Just look at the 24-hour electricity across Delhi. If we’re truthful, have a revadi.” People laugh, take the revadi, and discuss complaints.
If a person mentions an issue, workers reassure them, note the complaint, and promise a solution. One worker explains, “When the Mohalla Clinics were proposed, the DDA refused to give land. Kejriwal fought hard to make this possible.”
The meetings continue with residents taking the revadi seriously, some even showing concern for issues while appreciating the free schemes.
Kondli MLA Kuldeep Kumar Defends Freebies Kondli’s AAP MLA Kuldeep Kumar responds to BJP’s criticism of AAP distributing “freebies,” saying, “Yes, we’ve given revadis to Delhi’s people, but they’ve paid for them through their taxes.” He lists benefits such as free electricity, water, and pilgrimage tours as the public’s rightful entitlement.
Sanjay Chaudhary, an AAP worker from Kondli, adds, “We’re now promoting the scheme that gives ₹2,100 to women at every door.”
The focus is clear: engage voters, resolve their issues, and secure support at the booth level for the upcoming elections.
