Aam Aadmi
Aam Aadmi (Hindi: आम आदमी, Urdu: عام آدمی) — literal translation: "ordinary man" (ām meaning ordinary + ādmī meaning man) — is a Hindustani colloquial expression and the equivalent of "the Average Joe."
The Indian National Congress based its 2004 election campaign on the aam aadmi theme. The party's slogan for the election was Congress ka Haath, Aam Aadmi ke Saath ("the hand of the Congress is with the common man").[1] In 2007, the Congress launched its Aam Aadmi Ka Sipahi ("the Common Man's Soldier") campaign to popularize the programmes of its UPA government.[2]
The expression was also adopted by the Aam Aadmi Party, formed in 2012. At that time, the Congress objected to the newly formed party's name, claiming that the aam aadmi has been synonymous with the Congress since 1885.[3]
"Mango man" is an absurd translation of the phrase (aam is also the Hindi word for "mango"). In 2012, Robert Vadra was criticized by activists, when he mocked them as "mango men in banana republic".[4][5]
In 2014, the new prime minister Modi directed that Air India change its long-standing Maharaja logo for one utilising aam aadmi.[6]
See also
References
- ^ C.V.Narasimha Reddi (2014). Effective Public Relations and Media Strategy. PH Learning. p. 342. ISBN 9788120348714.
- ^ "Soldier tag for Youth Cong – Pro-poor Scheme launched". The Daily Telegraph. 14 May 2007. Archived from the original on 4 June 2011. Retrieved 2 February 2010.
- ^ "Congress objects to 'aam aadmi' in Kejriwal's party". Hindustan Times. 24 November 2012. Archived from the original on 23 July 2015.
- ^ "Robert Vadra off Facebook after 'mango men in banana republic' remark". NDTV. 9 October 2012.
- ^ "Robert Vadra mocks 'aam aadmi' on Facebook, then beats retreat". The Indian Express. 8 October 2012.
- ^ Sinha, Saurabh (23 June 2014). "Make aam admi, not Maharaja, mascot of Indian aviation: Modi". The Times of India. Archived from the original on 23 June 2014.