Social marketing as a tool in anti-corruption movements

Abstract

This project focuses on how marketing can play a role in the anti-corruption movements in the Indian context. This has become increasingly important in light of the recent Lokpal campaign in India, the intensity of which apparently dissipated after the initial burst. However, campaigns in countries such as Egypt and Tunisia did not lose steam till the goal of a democratic republic was achieved. One might argue that the movement against corruption in India is akin to a fight against an all-pervasive faceless enemy, unlike Tunisia or Egypt where the goal was not as much against corruption but the corrupt autocratic Government. This report begins with an examination of the Lokpal campaign in India and the struggle for democracy in Egypt through the Marketing lens by understanding the Product Life Cycle (PLC) and the Product Diffusion Cycle of these two campaigns.