Makkal Needhi Maiam: Maiam Whistle

Makkal Needhi Maiam, a political party in India, attracted members and addressed the growing unrest in India by launching a mobile app that allowed users to report problems in their area.

Campaign details

Brand: Makkal Needhi MaiamLead Agency: Interaction OneRegion: APAC

Strategy

Objective

Still recovering from the demise of a ruling Chief Minister and the political turmoil following that, the administrative system of Tamil Nadu was in crisis. The elected leaders and bureaucrats were caught almost wholly in the power game. This lead to a steep rise in corruption rates and neglected civic issues in the state.

The main objective of Makkal Needhi Maiam's campaign was to address this growing unrest with the help of the citizens themselves. For, as long as the people stayed mum,...

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