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A report Submitted in partial fulfillment for the

Requirement of Dissertation.

FACULTY GUIDE

Ms Varsha Khattri

submitted by:-

UMANG MEHRA- 48
RAVI ARORA- 47
TARUN SALGOTRA- 56

INDEX
Topic
INTRODUCTION
ANNA HAZARE AS A BRAND
EVOLUTION OF BRAND ANNA
PRODUCT
PRICE
PLACE
PROMOTION
PR STRATEGY
EFFECT ON MEDIA
SOCIAL MEDIA CAMPAIGNS
BUSINESS IMPACT
POSTERS
ONLINE GAMES
CONCLUSION

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INTRODUCTION
Kisan Baburao "Anna" Hazare born 15 June 1937 is an Indian social activist who led movements
to promote rural development, increase government transparency, and investigate and punish
corruption in public life. In addition to organizing and encouraging grassroots movements, Hazare
frequently conducted hunger strikes to further his causesa tactic reminiscent, to many, of the work
of Mohandas K. Gandhi. Hazare also contributed to the development and structuring of Ralegan
Siddhi, a village in Parner taluka of Ahmednagar district, Maharashtra, India. He was awarded
the Padma Bhushanthe third-highest civilian awardby the Government of India in 1992 for his
efforts in establishing this village as a model for others.
Hazare started a hunger strike on 5 April 2011 to exert pressure on the Indian government to enact a
stringent anti-corruption law, The Lokpal Bill, 2011 as envisaged in the Jan Lokpal Bill, for the
institution of an ombudsman with the power to deal with corruption in public places. The fast led to
nationwide protests in support. The fast ended on 9 April 2011, a day after the government accepted
Hazare's demands. The government issued a gazette notification on the formation of a joint
committee, consisting of government and civil society representatives, to draft the legislation.
Foreign Policy magazine named him among top 100 global thinkers in 2011.[6] Also in 2011, Hazare
was ranked as the most influential person in Mumbai by a national daily newspaper. He has faced
criticism for his authoritarian views on justice, including death as punishment for corrupt public
officials and his alleged support for forced vasectomies as a method of family planning.

ANNA HAZARE AS A BRAND


He started Indian anti corruption movement
Anna as a brand emerged immensely in year 2011 when he led a hunger strike in delhi on
5th april
The movement attracted the attention of the thousands of people and the media
Again performed a fast in delhi in august 2011 which was extremely successful
and made anna emerge as a brand

EVOLUTION OF BRAND ANNA


Efficient use of marketing mix

Product- janlokpal bill- anna understood the struggle of the common man and wanted
janlokpal bill to be passed to reduce corruption

Place the event majorly took place at ramlila maidan ,delhi , delhi was chosen being the
capital of the country

Price no price was charged to go and join anna in his struggle for janlokpal bill where
as the Gandhi topi and national flags vendor from small level to big level got a chance to
maximize their sales

Promotion- the event was majorly promoted with all the media covering this event and
even celebrities were being a part of it . It got ample of support on social media as well

PRODUCT
Janlokpal bill was the product basically which Anna promoted
He launched a campaign which became a hit nationwide
It demanded for a strong anti corruption law
it focused on the issues mentioned below

Ensuring the right person is selected

Ensuring they work well

Ensuring if not working well then they can be removed

Overall eradication of corruption

Common person saw the benefits of the product offered and supported it

PRICE
The campaign was free for the common people to join
However small business vendors sold Gandhi topis and national flag at a fair price which
led to increased sales and a great revenue generation

PLACE
The Anshan was a success through out the nation and got support from everywhere
Ramlila ground and jantar mantar was used as the place of the event as it had huge space
allowing thousands of people to join and visit anna in support
However small scales were conducted by the supporters in almost all parts of india
Delhi was chosen by anna as its the capital of the nation

People also gathered at india gate to show support

PROMOTION
Anna hazare and his struggles was heavily promoted on social media , through media
coverage and word of mouth
People went in masses to experience the struggle going on
Catchy phrases like mai hun anna promoted anna even more and it reached a cult status
Missed calls services , games and phone apps were introduced to show support
Symbols and icons like mask and Gandhi topi became a trend
Hashtags on social media #maihunanna #iamanna got trending
Presence of celebrities promoted the event more

PUBLIC RELATION STRATEGY


The tools of PR used by anna hazare were

Press conferences mostly done by arvind kejriwal

and kiran bedi

Public events in Ramlila maidan and jantar mantar and also in the forms of dharna .

Consumer experience and consumer engagement strengthen the public relation for anna

Free entry for everyone to join the dharna or the an-shan


EFFECT ON MEDIA

Excellent media management by ANNA HAZARE campaign as they worked together as


a team to motivate common masses to support them in all their doings.
Launched between world cup and ipl so that it gets major attention
kiran bedi , arvind kejriwal ,prashant bushan gave innumerable interviews to the media
making sure the campaign was centrestage all the time
Hazare did not give many interviews however he refusing to leave tihar after his arrest
created a larger impact in media
Shares of many tv news channels tends to grow very high as shares of hindi news
channels rose from 5-9% on week ended august 13, 2011 to 11.02% in week ended
august 20 according to TAM.
Shares of English news channels also rose from .31% to .54%.
Average dialy time spent on hindi news channels rose to 16.9 minutes from 8.5.
SOCIAL MEDIA CAMPAIGNS
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Till date, Anna Hazare has gone on Fast unto death campaign many times previously in his
life, but the reach, publicity and fame that the Jan Lokpal Bill against corruption has got has to
be seen to be believed.
Internet & Social Media sites have been abuzz with articles / messages showing support for Anna
Hazares fight against corruption and his support for Jan Lokpal Bill. Just to give you some
examples Facebook now has over 100 pages dedicated to Anna Hazare and his campaign.

BUSINESS IMPACT
Anna Hazare has not just captured the imagination of the ordinary citizen of India but
also that of several brand managers who are cashing in on his popularity. Nokia is now
promoting its smart-phones with an operating system called Simbian Anna, actor Saif Ali
Khan is seen at a peaceful rally in an ad for Lays while Tantra and Inkfruit are selling
merchandise like T-shirts, caps and bags with anti-corruption slogans.

POSTERS
Anna has arrived when you see the posters of Lage Rahe Munna Bhai and Dabang with
Anna, you get mail about 10 things to know about Anna Hazare at-least twice in a day,
News channel are doing 24X7 coverage of Anna at Ramlila Maidan, Newspaper first
page has only Anna related news.

ONLINE GAMES
Anna Hazare has inspired a free online game Angry Anna(on lines of Angry Birds), Yes
Prime Minister were developed by different by different GAME PRODUCTION
HOUSES which really enhanced brand anna especially amoung youth which resulted in
overall evolution of BRAND ANNA.

CONCLUSION
In the end anna hazare campaign was one of the most successful peaceful campaign that
saw growing support from the entire nation

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The marketing mix was used well


The PR tools were used efficiently to connect with the common people
Showed the power of social media in todays world for promoting and maintain relations
and advertising

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