It may appear to many who Arvind Kejriwal picks the mistaken fights. Whereas his AAP authorities dropped the reins of energy in Delhi when it may have set an instance of the choice, corruption-free governance that it promotes, he has now chosen to tackle BJP’s PM hopeful Narendra Modi for the Varanasi Lok Sabha seat in a seemingly not possible struggle. However appearances can deceive and there's technique to the insanity.
Missing a cohesive nationwide marketing campaign, Kejriwal has but once more taken recourse to rebel techniques – projecting himself as Modi’s solely rival when Congress is but to declare its nominee for Varanasi. Grappling with the issue of how you can mobilise voters, Kejriwal, who swept into energy out of nowhere in Delhi on an anti-graft marketing campaign, has sought to undertaking himself because the doughty David ready to battle the Goliath of corruption which he associates with long-established Cong-ress and BJP. Coming into the fray in opposition to Modi in Varanasi, subsequently, quantities to a brand-building marketing campaign for AAP. Extra so as a result of, this manner, Kejriwal can guarantee media consideration stays riveted on him.
With little or no get together organisation and coffers that haven't grown since AAP’s short-lived Delhi authorities, Kejriwal’s ploy is to quickly scale up his marketing campaign by attracting media eyeballs. This additionally explains the extraordinary, unhealthy nature of his engagement with media – his marketing campaign stands or falls by the extent and nature of protection he receives there. Kejriwal can interact in a cat and mouse recreation with Modi by baiting him; if Modi responds in type that might quantity to recognition of AAP as BJP’s principal challenger, consolidating its model. Modi, although, has responded by describing him as "AK-49" – a counter-branding effort that refers to Kejriwal’s short-lived tenure (49 days) in energy in Delhi. It’s a pointy cameo that captures the shoot-and-scoot, guerrilla character of AAP’s political marketing campaign.
In all chance Kejriwal will lose Varanasi, however he has proven indicators that he'll go down preventing. And all of the ink and eggs that BJP would possibly splatter on him, whether or not literal or metaphorical, will assist him to this finish. Even when his high-stakes gamble in Varanasi ought to fail he may however achieve establishing AAP’s model, which is able to stand the get together in good stead in future. As for him, there’s nonetheless Delhi’s chief ministership left to shoot for.