Anna in1960 and after 12 years ofAnna in1960 and after 12 years of

Anna
Hazare, 2011.

Kisan
BabuRao Hazare popularly known as Anna Hazare born on 15th June 1937
in Ahmednagar. Hazare also served in Indian Army, he joined Indian army as a
Driver in1960 and after 12 years of honourable service he took retirement in 1975.
He is popularly known for his anti corruption movement in Delhi with Honourable
CM Arvind Kejriwal but earlier staring in 1997 he was a social activist in his
hometown. In Addition Mr. Hazare also forced Maharashtra government to enact
Right to Information (RTI) Act in Maharashtra in year 2000. This act was treated
as base document of Right to Information Act 2005 (RTI) enacted by the Union Government.

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In
2011. Anna participated in Satyagrah Movement for passing the Jan Lokpal Bill
in the Indian Parliament .Hazare began indefinite fast on 5th April
2011 at Jantar Mantar in Delhi. The fast came after his demand was rejected by
PM Manmohan Singh. Nearly 150 people joined him in his fast, social activist like
IPS Kiran Bedi, Jaypraksh Naryan lent their support.

On 9 April 2011, Anna
ended his 98 hours hunger strike and addressed the people and gave a deadline
to Government of 15 August 2011 to pass the bill

 

 

 

 

 

 

 

 

 

 

Now
coming to the analysis of the following case study, as we all know that a good
product or service develops its own PR and image in public. The same is the
case with Anna Hazare’s anti-corruption movement .Thus the movement was very
successful and in addition it was a successful PR practice at the same time.

He
moved ahead with an issue that affects the general public in many aspects.
Today a common man bribes the government officials for small things which comes
under his rights. Example – Getting a kid for admission in KG or playgroup
under the RTE act, the state government has declared the whole process of
admission will be online but now also there are some loopholes in the system
which lead a common man to bribe the officials.

The
Product

We
can take Jan Lokpal Bill as a product that is need of general public to reduce
the corruption in the government bodies. Jan Lokpal Bill had a clear aim and
message for public plus it has a perfect brand ambassador Mr, Hazare and the
correct media tools and a great support of youth. 

 

The Brand              

As
discussed above the product had a perfect brand ambassador Anna Hazare. This
campaigns comes out with many brand building lessons for market.

1.      Satyam
Telecom Scam, 2g Scam and there were more major and minor scams by the
government or with the help of government. General Public was disappointed with
the Congress Party which was in rule that time. Anna and team raised the issue
of corruption and came forward with Jan Lokapal Bill. Jan Lokapl bill was a
strong tool to investigate and question government officials, ministers,
judiciary and even the prime minister of the country.

 

2.      Every
Brand has its own symbol like Nike have Swoosh for a reason and brand like
Microsoft have their icons as Bill Gates. Just Like every movement which target
general public needs an face or icon to influence and lead, going back to 80’s
and 90’s, Mahatma Gandhi was an symbol of non-violence in major independence
movement of country. Alike Anna and the Gandhi Topi worn by the members
participating in the movement become a symbol of nonviolence movement.

 

3.      Every
Brand has a clear cut character, which offer a great consumer experience. In
our case Anna and team choose Ramlila Maidan to create an atmosphere and fit in
more people to join the movement.

 

4.      Market
Research is important for all the products before launch. Anna started the
movement from Jantar Mantar and the support he received proved that the
movement and idea will work plus it provided circumstances for a larger
movement.

 

5.      Marketing
of the product is an essential point. In the case discussed above the packaging
of the product Anna Hazare was right on the target to influence the audience.
Anna’s clean image and the dhoti kurta worked well.

 

6.      This
Campaign was launched was between World Cup 2011 and IPL to get the sufficient
media space. The coverage of Ramlila Maidain was continually on News Channels.
In addition team Members like Arvind Kejriwal and IPS Kiran Bedi gave interview
to different to news networks.PR tools were used effectively from symbolism to
social media , FM Radio, News Media and Televisions

 

Data
Tally of top news event on TV

Name Of Event

% of audience

Period

Anna Campaign

12.41

Week 34, 2011

26/11

17.81

Week48,2011

Mumbai Train Blasts

11.78

Week 20.2006

9/11

7.56

Week 31,2001

Tsunami

10.35

Week 1, 2005

Lok Sabha Polls

10.22

Week 20, 2004

 

 

The
Media Impact

·        
Viewers of news channels rapidly
increased, sports market dropped by 33% and hindi movies by 13% in a week of
August 20. ( Zenithoptmedia )

·        
The viewers of Hindi News channels
increased by 5.9% in August and by the end of month August it was 11.02%
(Source-TAM)

·        
The viewers of English News channels also
rose to 0.54% from 0.31%.

·        
The average time spent by an individual
was increased to 16.9 mins. From 8.5 mins.

·        
Regional Newspapers were balanced too, due
to cverege of Anna.

·        
Every Newspaper covered the event.

·        
Whole Media stood with Anna to against the
corruption

·        
News Channels also dropped the
advertisements to put the content related to Anna’s movement.

·        
Aaj Tak was leading with the 17.9% share and
Star news was 2nd with share of 14.7%.

 

The
Social Revolution

Arvind
Kejirwal headed a team of 30 fresh IT graduates to handle the IT cell, the IT
cell created buzz all-over the country about the Campaign. A team from Public
Cause Research Foundation (PCRF) assisted the IT cell and monitored the whole
media to create buzz. They also framed a social media team who ensured that the
updates regarding the campaign posted on social media.

By
August 27, there were 3.64 lakhs likes on Facebook and 2 lac followers on
twitter.    

 

 

 

 

 

 

 

 

 

 

Anna
Hazare, 2011.

Kisan
BabuRao Hazare popularly known as Anna Hazare born on 15th June 1937
in Ahmednagar. Hazare also served in Indian Army, he joined Indian army as a
Driver in1960 and after 12 years of honourable service he took retirement in 1975.
He is popularly known for his anti corruption movement in Delhi with Honourable
CM Arvind Kejriwal but earlier staring in 1997 he was a social activist in his
hometown. In Addition Mr. Hazare also forced Maharashtra government to enact
Right to Information (RTI) Act in Maharashtra in year 2000. This act was treated
as base document of Right to Information Act 2005 (RTI) enacted by the Union Government.

 

In
2011. Anna participated in Satyagrah Movement for passing the Jan Lokpal Bill
in the Indian Parliament .Hazare began indefinite fast on 5th April
2011 at Jantar Mantar in Delhi. The fast came after his demand was rejected by
PM Manmohan Singh. Nearly 150 people joined him in his fast, social activist like
IPS Kiran Bedi, Jaypraksh Naryan lent their support.

On 9 April 2011, Anna
ended his 98 hours hunger strike and addressed the people and gave a deadline
to Government of 15 August 2011 to pass the bill

 

 

 

 

 

 

 

 

 

 

Now
coming to the analysis of the following case study, as we all know that a good
product or service develops its own PR and image in public. The same is the
case with Anna Hazare’s anti-corruption movement .Thus the movement was very
successful and in addition it was a successful PR practice at the same time.

He
moved ahead with an issue that affects the general public in many aspects.
Today a common man bribes the government officials for small things which comes
under his rights. Example – Getting a kid for admission in KG or playgroup
under the RTE act, the state government has declared the whole process of
admission will be online but now also there are some loopholes in the system
which lead a common man to bribe the officials.

The
Product

We
can take Jan Lokpal Bill as a product that is need of general public to reduce
the corruption in the government bodies. Jan Lokpal Bill had a clear aim and
message for public plus it has a perfect brand ambassador Mr, Hazare and the
correct media tools and a great support of youth. 

 

The Brand              

As
discussed above the product had a perfect brand ambassador Anna Hazare. This
campaigns comes out with many brand building lessons for market.

1.      Satyam
Telecom Scam, 2g Scam and there were more major and minor scams by the
government or with the help of government. General Public was disappointed with
the Congress Party which was in rule that time. Anna and team raised the issue
of corruption and came forward with Jan Lokapal Bill. Jan Lokapl bill was a
strong tool to investigate and question government officials, ministers,
judiciary and even the prime minister of the country.

 

2.      Every
Brand has its own symbol like Nike have Swoosh for a reason and brand like
Microsoft have their icons as Bill Gates. Just Like every movement which target
general public needs an face or icon to influence and lead, going back to 80’s
and 90’s, Mahatma Gandhi was an symbol of non-violence in major independence
movement of country. Alike Anna and the Gandhi Topi worn by the members
participating in the movement become a symbol of nonviolence movement.

 

3.      Every
Brand has a clear cut character, which offer a great consumer experience. In
our case Anna and team choose Ramlila Maidan to create an atmosphere and fit in
more people to join the movement.

 

4.      Market
Research is important for all the products before launch. Anna started the
movement from Jantar Mantar and the support he received proved that the
movement and idea will work plus it provided circumstances for a larger
movement.

 

5.      Marketing
of the product is an essential point. In the case discussed above the packaging
of the product Anna Hazare was right on the target to influence the audience.
Anna’s clean image and the dhoti kurta worked well.

 

6.      This
Campaign was launched was between World Cup 2011 and IPL to get the sufficient
media space. The coverage of Ramlila Maidain was continually on News Channels.
In addition team Members like Arvind Kejriwal and IPS Kiran Bedi gave interview
to different to news networks.PR tools were used effectively from symbolism to
social media , FM Radio, News Media and Televisions

 

Data
Tally of top news event on TV

Name Of Event

% of audience

Period

Anna Campaign

12.41

Week 34, 2011

26/11

17.81

Week48,2011

Mumbai Train Blasts

11.78

Week 20.2006

9/11

7.56

Week 31,2001

Tsunami

10.35

Week 1, 2005

Lok Sabha Polls

10.22

Week 20, 2004

 

 

The
Media Impact

·        
Viewers of news channels rapidly
increased, sports market dropped by 33% and hindi movies by 13% in a week of
August 20. ( Zenithoptmedia )

·        
The viewers of Hindi News channels
increased by 5.9% in August and by the end of month August it was 11.02%
(Source-TAM)

·        
The viewers of English News channels also
rose to 0.54% from 0.31%.

·        
The average time spent by an individual
was increased to 16.9 mins. From 8.5 mins.

·        
Regional Newspapers were balanced too, due
to cverege of Anna.

·        
Every Newspaper covered the event.

·        
Whole Media stood with Anna to against the
corruption

·        
News Channels also dropped the
advertisements to put the content related to Anna’s movement.

·        
Aaj Tak was leading with the 17.9% share and
Star news was 2nd with share of 14.7%.

 

The
Social Revolution

Arvind
Kejirwal headed a team of 30 fresh IT graduates to handle the IT cell, the IT
cell created buzz all-over the country about the Campaign. A team from Public
Cause Research Foundation (PCRF) assisted the IT cell and monitored the whole
media to create buzz. They also framed a social media team who ensured that the
updates regarding the campaign posted on social media.

By
August 27, there were 3.64 lakhs likes on Facebook and 2 lac followers on
twitter.