1. INDIA AGAINST CORRUPTION
CASE STUDY: INSIGHTS

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Insiders’ insights
Public Anger
S
I
V

14. Insiders’ insights
Public Anger
Simple Solution
I
V

15. Insiders’ insights
Public Anger
Simple Solution
Inspired by one man
V

16. Insiders’ insights
Public Anger
Simple Solution
Inspired by one man
Unplanned; Luck

17. Our compromise with the devil
I paid a bribe-
traffic, passport, water, ration, birth
certificate, tax…

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. Trusted people – Simple Solution
No vested interest

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. Anna Inspires – my revolution

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. Social Proof (and journalists as supporters)

24. Platforms
I’ll seek out
information
We all got involved in seeking
information about OUR
movement by:
Reading
Watching
Searching
Discussing
Sharing

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. 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. Government takes notice
Headlines
TV ratings (150 million)
Fear of numbers of supporters

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. Superhuman
All he said was :
‘Good Thoughts, Good Deeds’
Will Power
Simplicity
Purity
(our subconscious?)

30. Our sameness – Good vs Evil (a visible Devil)

31. We’re Winning

32. Identification (It’s our Movement – I am Anna)

33. Personal issue/ conflict

34. Simple solution

35. Trusted, Charismatic Leaders
No vested interest

36. Deadline

37. Social Proof
I am (we are) winning
MY MOVEMENT

38. I need to
Act
NOW

39. myindiaagainstcorruption@yahoo.com
@SunilAgarwal
http://in.linkedin.com/in/sunilagarwal1958born