india against corruption - sunil agarwal
TRANSCRIPT
INDIA AGAINST CORRUPTIONCASE STUDY: INSIGHTS
2011 massive anti-corruption movement
Pass the Bill – punish the corrupt
Government sets deadline to form Panel
Eyewash solution
Anna threatens an Occupy
Arrest
Freed but refuses to move out
Support intensifies
Fast unto death – victory etc.
The Movement
Cut down Corruption
Pass the Bill – Trial (2 yrs) and punish the corrupt
Government sets deadline to form Panel
Eyewash solution
Anna threatens an Occupy
Arrest
Freed but refuses to move out
Support intensifies
Fast unto death – victory etc.
The Movement
Cut down Corruption
Pass the Bill – punish the corrupt
Government sets deadline to form Panel
Eyewash solution
Anna threatens an Occupy
Arrest
Freed but refuses to move out
Support intensifies
Fast unto death – victory etc.
The Movement
Cut down Corruption
Pass the Bill – punish the corrupt
Government sets deadline to form Panel
Eyewash solution
Anna threatens an Occupy
Arrest
Freed but refuses to move out
Support intensifies
Fast unto death – victory etc.
The Movement
Cut down Corruption
Pass the Bill – punish the corrupt
Government sets deadline to form Panel
Eyewash solution
Anna (who is Anna?) threatens an Occupy
Arrest
Freed but refuses to move out
Support intensifies
Fast unto death – victory etc.
The Movement
Cut down Corruption
Pass the Bill – punish the corrupt
Government sets deadline to form Panel
Eyewash solution
Anna threatens an Occupy
Arrest
Freed but refuses to move out
Support intensifies
Fast unto death – victory etc.
The Movement
Cut down Corruption
Pass the Bill – punish the corrupt
Government sets deadline to form Panel
Eyewash solution
Anna threatens an Occupy
Arrest
Freed but refuses to move out
Support intensifies
Fast unto death – victory etc.
The Movement
Cut down Corruption
Pass the Bill – punish the corrupt
Government sets deadline to form Panel
Eyewash solution
Anna threatens an Occupy
Arrest
Freed but refuses to move out
Support intensifies
Fast unto death – victory etc.
The Movement
Cut down Corruption
Pass the Bill – punish the corrupt
Government sets deadline to form Panel
Eyewash solution
Anna threatens an Occupy
Arrest
Freed but refuses to move out
Support intensifies
Fast unto death – victory etc.
The Movement
Cut down Corruption
Pass the Bill – punish the corrupt
Government sets deadline to form Panel
Eyewash solution
Anna threatens an Occupy
Arrest
Freed but refuses to move out
Support intensifies
Fast unto death – victory etc.
The Movement
Marketing Pundits Insight
Create symbols,
icons
Offer a consumer
experience
Test Market
Package it right
Make a Media Plan
Use the right imagery
Right tagline
Brand Ambassador
Marketing Pundits’ Insights
Insiders’ insights
Public Anger
S
I
V
Insiders’ insights
Public Anger
Simple Solution
I
V
Insiders’ insights
Public Anger
Simple Solution
Inspired by one man
V
Insiders’ insights
Public Anger
Simple Solution
Inspired by one man
Unplanned; Luck
I paid a bribe- traffic, passport, water, ration, birth certificate, tax…
Our compromise with the devil
I paid a bribe- traffic, passport, water, ration, birth certificate, tax…
Our compromise with the devil
The Devil – scams$ BILLIONS and tens of BILLIONS
No vested interest
Trusted people – Simple Solution
Anna
74 years old Army veteran
Highest honors (public service)
No Assets/ Liabilities
No Possessions
Sleeps in a temple
No desires
Doing it (Fasting) Just for India (for us)
Anna Inspires – my revolution
What spiked the movement
The early adopters
Journalists thru Social MediaSpeeches coveredAppeals by Gurus with huge following- Baba Ramdev and Sri Sri Ravi Shankar (20 m each)
Social Proof (and journalists as supporters)
Platforms
I’ll seek out informationWe all got involved in seeking information about OUR movement by:ReadingWatchingSearchingDiscussingSharing
Building the database
Missed Calls80 million outgoing‘Join the India Against Corruption by giving a missed call to 9876543210 (forward this…)
20 million responded
Donate at Zero Cost
We millions acted within our personal resources of time and effort at Zero cost
Discussed
Forwarded mails
Missed Calls made
Read
Watched
Historical TV Ratings
Headlines
TV ratings (150 million)
Fear of numbers of supporters
Government takes notice
Fast continues on 24/7 TV reality show
Enters 13th Day
Act now (Deadline)
Will power – Simplicity – Purity
All he said was :
‘Good Thoughts, Good Deeds’
The Occupy
All he said was :
‘Good Thoughts, Good Deeds’
Will Power
Simplicity
Purity
(our subconscious?)
Superhuman
Our sameness – Good vs Evil (a visible Devil)
We’re Winning
Identification (It’s our Movement – I am Anna)
Personal issue/ conflict
Simple solution
Trusted, Charismatic Leaders
No vested interest
Deadline
Social Proof
I am (we are) winning
MY MOVEMENT
I need to
Act
NOW
@SunilAgarwal
http://in.linkedin.com/in/sunilagarwal1958born