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Political parties have traditionally been created based on social divisions such as race, religion, gender, and class. While these divisions are still significant, newer cleavages have emerged. The current study examines the central dimension of the sustainable development of a political party ie, the processes of party-building, or how political advertising and/or branding are put to work. It draws upon the case study of the Aam Aadmi Party’s (AAP’s) rise as a political movement and its party-building efforts over the years since its electoral debut in 2013. The finding reveals that political marketing, political party-building, and branding pave the road to the sustainable development of a political party.