An election campaign is a mega sales pitch; more so if the product on offer has been tried by the consumer—in this case, the voter—before. As Aam Aadmi Party began planning its campaign to seek a fresh term in office, we were sure of the product. At the same time, as with every established brand, there is a tendency to either become complacent or get rattled by the sales pitch of the closest rival. The challenge for us was to not fall into this trap. The results—62 seats for AAP out of a total 70—more than speak for the success of our pitch and how we got there.