Anna Hazare, 74, has not just captured the imagination of the ordinary citizen of this country but also that of several brand managers who are cashing in on his popularity.
Nokia is now promoting its smartphones with an operating system called Simbian Anna, actor Saif Ali Khan is seen at a peaceful rally in an ad for Lays while Tantra and Inkfruit are selling merchandise like T-shirts, caps and bags with ‘anti-corruption’ slogans.
The Gandhian is also the inspiration for an online game —Yes Prime Minister — and an advertisement for pesticide brand Hit.
Hazare who has been on an indefinite fast since August 16 has received overwhelming support in his fight against corruption.
Several other marketing strategies are now being devised around him.
Business houses, however, deny that Hazare has anything do with their campaigns. “The system was conceived months ago and has a Western pronunciation. It has nothing to do with Hazare’s name,” said Poonam Kaul, director of communications, Nokia India. Pradeep Wadhwa, head of corporate communications at Pepsi Co said its ad featuring Saif was not inspired by Hazare.
Experts believe brands want to cash in on ‘Annaism’ but are exercising caution. “Using Brand Anna means going against the government,” said an ad guru and a marketing expert.
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