ANNA HAZARE 360 DEGREE CAMPAIGN

ANNA HAZARE Kisan Baburao “Anna"  Hazare – an Indian social activist

Former soldier in the Indian army

Known for upgrading and developing Ralegan Siddhi

Was awarded the Padma Bhushan

Involved in enactment of RTI in Maharashtra in 2005

Source: http://www.annahazare.org/

INDIAN ANTI CORRUPTION MOVEMENT

In 2011, Anna led a movement for passing stronger Jan Lokpal Bill .

Started a fast from 5 April 2011 up to death.

Movement attracted attention of thousands of people and media.

Again started movement in Aug, 2011 which was extremely successful and made Anna a brand.

Source: http://en.wikipedia.org/wiki/2011_Indian_anti-corruption_movement

EVOLUTION OF BRAND ‘ANNA’

PRODUCT

Jan Lokpal bill

Test marketing

Source: http://www.mbaskool.com/business-articles/marketing/1160-4ps-helped-anna-hazare-too-.html

PRICE Perfect Timing

Donations

Gandhi Topi

Indian National Flags

Source: http://www.etnews.net/abhimanyusukhwal/the-4ps-of-anna-hazare-movement-winning-article-mr-abhimanyu-sukhwal

PLACE

Pan India

Ramlila Maidan

PROMOTION

Integrated Marketing Communication

Social media

Missed call services

Symbols and icons

Catchy tag lines

Video1

COMMUNICATION OF MOVEMENT

USE OF INTERNET

Source: http://www.afaqs.com/news/story/31676_Brand-Anna-decoded-through-the-public-relations-prism

Source:https://www.google.co.in/search?q=india+against+corruption+movement

CATCHY PHRASES

Source: :https://www.google.co.in/search?q=india+against+corruption+movement

GAMES

Source :https://www.google.co.in/search?q=india+against+corruption+movement

INDIA AGAINST CORRUPTION- THE APP

SYMBOLS AND ICONS

Source: :https://www.google.co.in/search?q=india+against+corruption+movement

MISSED CALL SERVICE

Source: :https://www.google.co.in/search?q=india+against+corruption+movement

MEDIA

Source::https://www.google.co.in/search?q=india+against+corruption+movement

CELEBRITIES

Video 2

IDEA/BRIEF

Emotional connect

Team of people with clean background

Following Gandhi's footsteps

Universal appeal

Connect with common man

Source: http://zeenews.india.com/exclusive/brand-anna_3333.html

WHY THE IDEA WAS SUCCESSFUL

Brand Value

Brand purpose

Brand Relevance

Brand Face

Brand Action

Source: http://socialmediatoday.com/akshaybk/354478/what-made-brand-anna-perfect-advertising-campaign-success

CONSUMER ENGAGEMENT

Use of symbol and icons

Use of right imagery

Venue

Effective tagline

Source: http://www.livemint.com/Politics/LGB0zs6AFdr8Nh5HY31X2M/Demystifying-brand-Anna-Hazare.html

Source:

EFFECT ON MEDIA

Excellent media management

Launched between the World Cup and Indian Premier League (IPL)

Team Anna gave 24*7 hours fodder to media

Source https://knowledge.wharton.upenn.edu/article/social-activist-anna-hazare-first-task-remove-corruption/:

Source:

EFFECT ON BUSINESS

Affect on business confidence

Rising interest costs

Sluggish growth

Increased competition

Source:http://articles.economictimes.indiatimes.com/2011-08-19/news/29905129_1_anna-hazare-campaign-agitation-business-confidence

INTERVIEW FINDINGS

PERSON INTERVIEWED

Ms. Apeksha Verma

Executive- Brand Communications

Madison Public Relations

INTERVIEW QUESTIONS

Q1. What according to you lead to the evolution of ‘Brand Anna’?

Q2. What marketing and communication initiatives do you think were taken that helped the Anna Hazare campaign to go viral?

Q3. Anna hazare’s anti-corruption drive- what can other brands learn from it?

Q4. What role did the media play in your opinion in the Anna Hazare campaign?

Q5. How did the four P’s of Marketing help build brand “Anna”?

 

INTERVIEW FINDINGS

Vision

Clear Plan of Action

Stick to Your Words

Keep the audience engaged

Don’t Take Anything for Granted

CONCLUSION Effective use of 4p’s of marketing

All in all, the Anna Hazare campaign was truly a campaign that saw support grow not only from within India but all over the world and became possibly the only peaceful agitation that was seen in 2011and remains so till date.

Video 3

Source: http://www.delawareonline.com/article/20130829/OPINION07/308290022/Khan-Anna-Hazare-campaign-against-Indian-corruption?nclick_check=1

THANK YOU!