After 65 years of its independence, India has again seen unwavering and unrelenting movement in the form of “anti-corruption movement” led by a 74 years old guy, Anna Hazare. The movement saw people from all walks of the life coming forward in full support of Anna. Nature of this movement is different from what we saw in Egypt and recent struggle in other Middle East nations. It being a Non-Violent movement, world stood to see how World’s Largest Democracy responds to such an emotional wave. It looks like people of India have won this round of battle.
These movements (India, Egypt etc.) have something for Marketers trying to speak to their consumers. I am putting some of the things Marketers can learn from it
Anna Hazare had or has a very strong vision of being a Corruption Free country; the vision which resonated with each and every one.
Brands also need to have clear vision of what they want to achieve. It is imperative to be always guided by its objective. We have numours brands who keep on changing what they stand for. Hence, they end up doing too many things without having any direction.
2. Clear Plan of Action:
Team Anna always anticipated actions by the govt against them. All along they knew what they are going to do. They responded with Jail Bharo movement when Anna got arrested, Anna fasted in the jail itself when the place to fast was not available, Kept on fasting until the parliament debated and agreed on the demands.
Brands also follow a very clear and well drafted plan of action which is in line with overall brand vision. Be very clear in communicating the same with your consumers.
3. Stick to Your Words:
Anna Hazare stuck to his words (going on fast on 16th Aug incase the bill not passed) when he ended his fast in April. He stuck to his word of fasting even when he was in jail until government relented and surrendered to his demands.
One of the most important concerns of consumers against brands is this only, brands not living up to their promises. Never betray your consumers and never act smart with consumers.
4. Keep Your Audience Engaged:
Beauty of this campaign is in how Anna Hazare egged people on by his small talks throughout. He managed to mobilize people across country.
Brands should also figure out a way to keep their audience engaged. This gives people the assurance that someone is out there for them.
5. Don’t Take Anything For Granted:
This movement amassed so many people simply because politicians of this country took its people for granted. They never expected people to one join the movement in huge number, two; they expected this movement will die down at its own.
Perhaps this is the most important lessons brands can learn from this movement. Never take your customers for granted. You will never know when they will turn against you. Nestlé’s social media goof up is a classic case in point.