INDIA AGAINST CORRUPTIONCASE STUDY: INSIGHTS
The Movement         2011 massive anti-corruption movement         Pass the Bill – punish the corrupt         Government s...
The Movement         Cut down Corruption         Pass the Bill – Trial (2 yrs) and punish the corrupt         Government s...
The Movement         Cut down Corruption         Pass the Bill – punish the corrupt         Government sets deadline to fo...
The Movement         Cut down Corruption         Pass the Bill – punish the corrupt         Government sets deadline to fo...
The Movement         Cut down Corruption         Pass the Bill – punish the corrupt         Government sets deadline to fo...
The Movement         Cut down Corruption         Pass the Bill – punish the corrupt         Government sets deadline to fo...
The Movement         Cut down Corruption         Pass the Bill – punish the corrupt         Government sets deadline to fo...
The Movement         Cut down Corruption         Pass the Bill – punish the corrupt         Government sets deadline to fo...
The Movement         Cut down Corruption         Pass the Bill – punish the corrupt         Government sets deadline to fo...
The Movement         Cut down Corruption         Pass the Bill – punish the corrupt         Government sets deadline to fo...
Marketing Pundits’ Insights                                       Create                                    symbols, icons...
Insiders’ insights     Public Anger       S           I               V
Insiders’ insights     Public Anger       Simple Solution          I              V
Insiders’ insights     Public Anger       Simple Solution          Inspired by one man            V
Insiders’ insights     Public Anger       Simple Solution          Inspired by one man            Unplanned; Luck
Our compromise with the devil       I paid a bribe-       traffic, passport, water, ration, birth       certificate, tax…
Our compromise with the devil                      The Devil – scams                      $ BILLIONS and tens of BILLIONS ...
Trusted people – Simple Solution                                   No vested interest
Anna       74 years old Army veteran       Highest honors (public service)       No Assets/ Liabilities       No Possessio...
Anna Inspires – my revolution
What spiked the movement                           The early adopters                           Journalists thru Social Me...
Social Proof (and journalists as supporters)
Platforms            I’ll seek out            information            We all got involved in seeking            information...
Building the database                        Missed Calls                        80 million outgoing                      ...
Donate at Zero Cost                      We millions acted within our                      personal resources of time     ...
Government takes notice       Headlines       TV ratings (150 million)       Fear of numbers of supporters
The Occupy             Fast continues on 24/7 TV reality show             Enters 13th Day             Act now (Deadline)  ...
Superhuman             All he said was :                      ‘Good Thoughts, Good Deeds’             Will Power          ...
Our sameness – Good vs Evil (a visible Devil)
We’re Winning
Identification (It’s our Movement – I am Anna)
Personal issue/ conflict
Simple solution
Trusted, Charismatic LeadersNo vested interest
Deadline
Social ProofI am (we are) winningMY MOVEMENT
I need toActNOW
myindiaagainstcorruption@yahoo.com@SunilAgarwalhttp://in.linkedin.com/in/sunilagarwal1958born
Upcoming SlideShare
Loading in …5
×

India Against Corruption - Sunil Agarwal

1,695 views

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,695
On SlideShare
0
From Embeds
0
Number of Embeds
515
Actions
Shares
0
Downloads
41
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

India Against Corruption - Sunil Agarwal

  1. 1. INDIA AGAINST CORRUPTIONCASE STUDY: INSIGHTS
  2. 2. The Movement 2011 massive anti-corruption movement Pass the Bill – punish the corrupt Government sets deadline to form Panel Eyewash solution Anna threatens an Occupy Arrest Freed but refuses to move out Support intensifies Fast unto death – victory etc.
  3. 3. The Movement Cut down Corruption Pass the Bill – Trial (2 yrs) and punish the corrupt Government sets deadline to form Panel Eyewash solution Anna threatens an Occupy Arrest Freed but refuses to move out Support intensifies Fast unto death – victory etc.
  4. 4. The Movement Cut down Corruption Pass the Bill – punish the corrupt Government sets deadline to form Panel Eyewash solution Anna threatens an Occupy Arrest Freed but refuses to move out Support intensifies Fast unto death – victory etc.
  5. 5. The Movement Cut down Corruption Pass the Bill – punish the corrupt Government sets deadline to form Panel Eyewash solution Anna threatens an Occupy Arrest Freed but refuses to move out Support intensifies Fast unto death – victory etc.
  6. 6. The Movement Cut down Corruption Pass the Bill – punish the corrupt Government sets deadline to form Panel Eyewash solution Anna (who is Anna?) threatens an Occupy Arrest Freed but refuses to move out Support intensifies Fast unto death – victory etc.
  7. 7. The Movement Cut down Corruption Pass the Bill – punish the corrupt Government sets deadline to form Panel Eyewash solution Anna threatens an Occupy Arrest Freed but refuses to move out Support intensifies Fast unto death – victory etc.
  8. 8. The Movement Cut down Corruption Pass the Bill – punish the corrupt Government sets deadline to form Panel Eyewash solution Anna threatens an Occupy Arrest Freed but refuses to move out Support intensifies Fast unto death – victory etc.
  9. 9. The Movement Cut down Corruption Pass the Bill – punish the corrupt Government sets deadline to form Panel Eyewash solution Anna threatens an Occupy Arrest Freed but refuses to move out Support intensifies Fast unto death – victory etc.
  10. 10. The Movement Cut down Corruption Pass the Bill – punish the corrupt Government sets deadline to form Panel Eyewash solution Anna threatens an Occupy Arrest Freed but refuses to move out Support intensifies Fast unto death – victory etc.
  11. 11. The Movement Cut down Corruption Pass the Bill – punish the corrupt Government sets deadline to form Panel Eyewash solution Anna threatens an Occupy Arrest Freed but refuses to move out Support intensifies Fast unto death – victory etc.
  12. 12. Marketing Pundits’ Insights Create symbols, icons Offer a Brand consumer Ambassador experience Marketing Right tagline Pundits Test Market Insight Use the right Package it right imagery Make a Media Plan
  13. 13. Insiders’ insights Public Anger S I V
  14. 14. Insiders’ insights Public Anger Simple Solution I V
  15. 15. Insiders’ insights Public Anger Simple Solution Inspired by one man V
  16. 16. Insiders’ insights Public Anger Simple Solution Inspired by one man Unplanned; Luck
  17. 17. Our compromise with the devil I paid a bribe- traffic, passport, water, ration, birth certificate, tax…
  18. 18. Our compromise with the devil The Devil – scams $ BILLIONS and tens of BILLIONS I paid a bribe- traffic, passport, water, ration, birth certificate, tax…
  19. 19. Trusted people – Simple Solution No vested interest
  20. 20. Anna 74 years old Army veteran Highest honors (public service) No Assets/ Liabilities No Possessions Sleeps in a temple No desires Doing it (Fasting) Just for India (for us)
  21. 21. Anna Inspires – my revolution
  22. 22. What spiked the movement The early adopters Journalists thru Social Media Speeches covered Appeals by Gurus with huge following- Baba Ramdev and Sri Sri Ravi Shankar (20 m each)
  23. 23. Social Proof (and journalists as supporters)
  24. 24. Platforms I’ll seek out information We all got involved in seeking information about OUR movement by: Reading Watching Searching Discussing Sharing
  25. 25. Building the database Missed Calls 80 million outgoing ‘Join the India Against Corruption by giving a missed call to 9876543210 (forward this…) 20 million responded
  26. 26. Donate at Zero Cost We millions acted within our personal resources of time and effort at Zero cost Discussed Forwarded mails Missed Calls made Read Watched Historical TV Ratings
  27. 27. Government takes notice Headlines TV ratings (150 million) Fear of numbers of supporters
  28. 28. The Occupy Fast continues on 24/7 TV reality show Enters 13th Day Act now (Deadline) Will power – Simplicity – Purity All he said was : ‘Good Thoughts, Good Deeds’
  29. 29. Superhuman All he said was : ‘Good Thoughts, Good Deeds’ Will Power Simplicity Purity (our subconscious?)
  30. 30. Our sameness – Good vs Evil (a visible Devil)
  31. 31. We’re Winning
  32. 32. Identification (It’s our Movement – I am Anna)
  33. 33. Personal issue/ conflict
  34. 34. Simple solution
  35. 35. Trusted, Charismatic LeadersNo vested interest
  36. 36. Deadline
  37. 37. Social ProofI am (we are) winningMY MOVEMENT
  38. 38. I need toActNOW
  39. 39. myindiaagainstcorruption@yahoo.com@SunilAgarwalhttp://in.linkedin.com/in/sunilagarwal1958born

×