NEW DELHI: ‘Brand Anna’ has tickled the imagination of marketing and brand management experts. On Tuesday morning, the students of Faculty of Management Studies (FMS), Delhi University, will have a class on ‘Brand Anna’, where they will deliberate on the phenomenon.
The students are expected to gain an insight into how Anna turned the corruption issue into a brand and an exciting marketing strategy, too. They will be addressed by professor Harsh Vardhan Verma, a faculty member for marketing at FMS.
With the aim of coming up with a case study of ‘Brand Anna’ and presenting a paper later, Verma started his study of the brand in the form of two blogs – ‘Brand Anna: Lessons in Branding’ and ‘Anna direction and youth directionless’.
“What has this simple man, who otherwise may fail to attract attention on the street, appropriated? If Anna has caught the imagination of people, which is visible wherever he goes, what is it? Anna’s brilliance lies in his ability to sense the void (latent need: freedom from corruption) and respond to that by creating a product accordingly (Lokpal). Some needs are so obvious (patent but relegated to dormancy) that they escape attention. Anna has lent voice to a murmur which political establishment knowingly ignored. He converted that into a war cry. Anna brand stands for a ‘promise’ (India liberated from corruption) which connects people,” said Verma.
Verma will be addressing two sets of students in the class on Tuesday, one which is supporting Anna’s Jan Lokpal and the other which is against it. Both the groups are equally excited about the lesson.
“I am not a follower of Anna, but as a student of marketing, I do wish to understand the phenomenon. The entire nation is wearing the Gandhi topi which is exciting for the market.How he managed to turn the issue of corruption into a brand is of particular interest to us?” said Amol Endait, a final-year student. Anand Singh, another final-year student, said, “Professor Verma will discuss why the movement became so successful. We will also discuss how the political class should learn a lesson or two and how Anna is standing up for an issue that resonates with the people.”