CASE STUDY OF JAN LOKPAL BILL : ANNA HAZARE(PUBLIC RELATIONS)

1. CASE STUDY OF JAN LOKPAL BILL :
ANNA HAZARE
(PUBLIC RELATIONS)

2. INTRODUCTION OF CASE
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▰ A good product generates its own PR. That, in a nutshell, is the success of
Anna Hazare’s anti-corruption movement. Hazare took up an issue that
affects everyday people in every aspect of their lives – they must bribe
officials for everything from getting a driver’s licence to getting a child
admitted into school. In everyday interactions with the government,
absolutely nothing gets done unless people pay a bribe.

3. THE PRODUCT
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•You can compare the Jan Lokpal Bill to a product that
satisfies a crying need – the reduction of corruption, if not its
extinction.

4. THE BRAND
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▰ If the Jan Lokpal Bill is the product, Anna
Hazare is the brand ambassador. Here
are a few lessons he taught us about
brandbuilding through the campaign.

5. TOOLS AND TECHINQUES USED IN
PR CAMPAIGN.
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▰ Have an idea that connects
▰ Create symbols, icons
▰ Offer a consumer experience
▰ Test market
▰ Make a media plan
▰ Package it right
▰ Out-think the competition
▰ Use the right imagery
▰ Use the right tagline

6. Have an idea that connects
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▰ Rocked by five major scams over the past year, India was angry – at the
government, its seeming lack of will to tackle corruption and the time it took
to act..
▰ A strong, independent Lokpal that could investigate ministers, the
bureaucracy, the judiciary and even the prime minister was an idea whose
time had come.
▰ Similarly, Hazare and the Gandhi topi became the icon and symbol
respectively of the antigraft fight.

7. Create symbols, icons
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▰ Every timeless brand has its symbols – Nike and
its swoosh, for instance. Most brands also have
their icons – Steve Jobs for Apple, for example.

8. Offer a consumer experience
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▰ Each brand has a distinct character.
But how do you make the consumer
experience it? Hazare chose the
Ramlila ground for its size, allowing
thousands to throng it and take in
the atmosphere. .

9. Test market
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▰ All successful products are test marketed
before they are launched. Anna’s earlier fast at
Jantar Mantar showed that the idea could work.
It provided the vindication for a larger
movement.

10. Package it right
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▰ Product, pricing, promotion, packaging are the
four Ps of marketing.
▰ Anna’s white dhoti-kurta and his clean image
were the perfect magnets for the jeans and T-
shirt generation.

11. Make a media plan
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▰ The campaign was timed perfectly to grab media
attention. Launched between the World Cup and IPL.
▰ Team Anna – Kiran Bedi, Arvind Kejriwal, Prashant
Bhushan – gave innumerable interviews to the media,
making sure the campaign was centrestage all the time.

12. Package it right
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▰ Product, pricing, promotion, packaging are the
four Ps of marketing.
▰ Anna’s white dhoti-kurta and his clean image
were the perfect magnets for the jeans and T-
shirt generation.

13. Contd.
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▰ The campaign made impressive use of PR tools and
techniques ranging from symbolism (fasts and
meditation) to social media (Facebook, Twitter, YouTube,
apps), FM radio, news media, television and mobile
telephony.

14. Out-think the competition
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▰ Anna kept the competition (the government) guessing.
Example: The government thought it had preempted the
agitation by arresting Hazare. But, his refusal to leave
Tihar even when allowed to go, trumped the
government’s move and fuelled the movement.

15. Use the right tagline
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▰ ‘I am Anna Hazare’ is a lot more impactful than ‘I am for
Anna Hazare’. It is far more participative and has a way
of internalising the struggle. It grabs you and makes you
want to act.

16. The ‘social’ revolution
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▰ The young, some of them fresh graduates, were the
ones who created a countrywide buzz about the
campaign for a strong Lokpal.
▰ While Arvind Kejriwal may have headed the media cell, it
was the responsibility of over a dozen team leaders,
most of them below the age of 30.

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