Matter of Opinion

A blog about thoughts, fear, happiness, regret, ambition, anger and all the emotions you could think of.

Anna takes over Media and Social Media

Who is Anna?

Anna Hazare is one of India’s well-acclaimed social activists. A former soldier in the Indian army, Anna is well known and respected for upgrading the ecology and economy of the village of Ralegan Siddhi which is located in the drought prone Ahmednagar district of Maharashtra state. The erstwhile barren village has metamorphosed into a unique model of rural development due to its effective water conservation methods, which made the villagers self-sufficient. Earlier, the same village witnessed alcoholism, utter poverty and migration to urban slums. Inspired by Hazare”s unique approach of salvaging a hopeless village, the state government has implemented the `Model Village” scheme as part of its official strategy. Hazare is now synonymous with rural development in India.

who anna_hazare_420x315
Photo by asirthomas1965 on flickr

If you would have been on social networking sites few days ago your timeline, your wall might have flooded with Anna Hazare tweets, mentions, updates, photographs etc. Every one was tweeting, posting, updating about the movement. Twitpics overflowed on timeline of the pictures where there was unrest under individual leadership in small small pockets of the nation. 

Here we will discuss a campaign that rode on Anna’s back and lead their way to glory.

K -6184 "I am Anna" (Hazare)
Photo by DeLares (Eliud Martinez) on flickr

On April 10th 2011 A twitter account was created with the handle @hungryhazare. This was the first step.

They this handle decides to follow Justin Beiber and only Justin Beiber. The very fact that this handle @hungryhazare was following just Justin Beiber was eye-catching.
He has recently been in news because he has decided to fast-unto death, so that he may convinced or rather pressurize government to get Jan Lokpal Bill passed.

The idea sounds rather absurd, does it? Just wait and watch! 

They RT’d some of Anna Hazare’s tweets to reach more relevant people. This helped the followers count go up! The tweets generally related to hunger, food, hunger pangs, hunger strike, hungry people etc. 

Few of the tweets are as follows:


You gotta fight, for your right… TO PARTY!
April 7, 2011
I put the anna in banana. #hungry
April 7, 2011
Lalit Modi STFU!
April 7, 2011

A lot of people were disgusted by this but most of them were silent audience. They just sat back and had fun. They waited to see what happens next.

A lot of twitpics also went out from this account. Sharing a few below:

The above might just hurt the feelings of a lot of Anna followers but what we are focusing on is that how social media can be used to ride on trending topics to gain some popularity.
What was interesting about this campaign was that this was that Anna was only one of the trending topics they used. They had also used #hungerfilms #iwasthinkin #hungerstrike etc when these hashtags were trending.
Eating With The Enemy #hungerfilms
April 8, 2011
Dude, where’s my food? #hungerfilms
April 8, 2011
FREE ANNA! #freeanna
August 16, 2011
My Name Is Khaana #hungerfilms
April 8, 2011
Digest Another Day #hungerfilms
April 8, 2011
#iwasthinkin of Food
April 8, 2011

We can’t say a lot of people turned up following them because very few people might have been able to digest this sense of humour. It was mostly offensive. 

Still, we cannot look away from the fact that they got @TheGoodJew and @clockroots etc to follow them who could have RT’d their tweets. These handles have good amount of followers on them. Rest it seems wanted to stay away from trouble and did not want to face the wrath of Anna supporters.
This is how they became known in the Twitterverse.

Here comes the moment of truth. After a lot of effort @hungryhazare itself became a trending topic! 
Anna Hazare, @hungryhazare is now trending in India
April 8, 2011
This was one classic example of how to make a campaign successful on twitter. You have to go that extra mile and make constant effort of reaching out to people. No publicity is bad publicity. When reaching out to people becomes important you just have only one thing in mind, ‘Reach out!’


Single Post Navigation

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: