On the lines of the direct marketing approach pursued by the global giants to sell their products, the debutant Aam Aadmi Party (AAP) has launched a massive membership drive to spread its outreach nationally. The free membership drive launched a week ago focusses to reach people at their doorstep and induct them as the members with the party. The membership drive works on the format of chain marketing followed by the companies, where each member is urged is not only urged to get enrolled with the party but also to spread the word and make members themselves. However, this comes with a rider that one’s membership can be cancelled if the person goes against the party’s ideologies and working style.
More and more housewives are associating themselves as the members with the party and in turn each of them are spreading the word in their respective colonies and getting residents associated with the party. “Under this free membership drive, the volunteers, especially housewives, approach the residents of a particular colony to get them associated with the party. The voter ID and details of the people are recorded and a receipt is issued confirming the membership, which is valid for a period of three years.
The person can then receive a membership number by messaging his/her name, STD code and the name of the constituency to 07798220033. The drive was initiated a week back,” said Rahul Mehra, a spokesperson with the party. The door-to-door initiative is part of the party’s massive campaign to achieve 1 crore members associated by Republic Day nationwide.