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Electoral campaigning in India is now effectively multi-modal and inhabits both the virtual and the real sphere. However, tools and techniques of campaigning vary across parties. The two parties that this paper focuses on, the BJP and the AAP, are known for running highly organized campaigns marked by their intensity and voter reach. The paper looks at the specific case of the Delhi assembly elections of 2015 and 2020 to compare strategies and the election campaign of the two parties. The paper argues that while the campaign of both parties was methodical and micro-managed, the selection of electoral issues and customization of the campaign to the addressed audience varied. The parties are comparable in terms of being leader centric, tending towards the personalization of politics, and both conducted professionalized campaigns, yet the political marketing of the element of affect differed. To demonstrate this, the paper firstly draws on literature in the field of political communication to illustrate the role of emotions, or the aspect of affect, in an electoral campaign. Secondly, through a perusal of media reportage and analysis, the paper traces the process by which personalization was manifested and how the narrative of affect came to be framed in the election campaign.

Marketing affect: mapping the centredness of the election campaign through a comparison of party strategies in the Delhi assembly elections