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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”?
Anna Hazare Campaign
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!

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Anna Hazare Campaign