How Armenia’s revolution became a brand

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Nikol Pashinyan has been elected as Armenia‘s new prime minister, days after former PM Sargsyan resigned.

Pashinyan has become hugely popular among Armenians after spearheading weeks of mass protests against the ruling party.

His messaging has been so effective, he and the movement have become like a brand.

Al Jazeera’s Robin Forestier-Walker reports from Yerevan.

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