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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!