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The Aam Aadmi Party is supposed to be about people, not personalities. It says so in the very name of the party. Yet the latest advertisement from the party, which has not been able to avoid controversy ever since it swept the Delhi elections earlier this year, is entirely centred on one man: Delhi Chief Minister Arvind Kejriwal.

The main character in the ad – a middle class wife in Delhi portrayed in black and white trying to cope with rising electricity bills and a difficult life. Then, with a visual effect that is the equivalent of a sledgehammer, Arvind Kejriwal becomes the chief minister brings colour into her life.

The wife, who is showing doing all the household chores while her husband just lounges about, is suddenly happier. Her electricity bill has gone down because of Kejriwal and autos are suddenly willing to go by the meter. Unfortunately, the woman complains, all the corrupt officials are united against Kejriwal – whose name is mentioned over and over in the ad, while his party only gets a solitary reference at the end.