Wishing all our readers a very Happy Holi.
Holi inspired us to think of the different colors of India and how leading brands are interpreting and highlighting them. Brands are depicting evolving India through its different interpretations. While the messaging is different, the underlying theme is highlighting the different aspects that make India India.
Part 1 of this series explores how companies are employing the social change approach for brand building. While it has been a popular brand-building method abroad for over a decade, the trend has only picked up recently in India.
Garnier Men launched a social initiative “PowerLight a Village” in conjunction with Project Chirag. The initiative is aimed at lighting thousands of households across India that are yet to see any electricity through solar power.
Similarly, last year it was Stayfree, which addressed several problems faced by women through its Stayfree Women for Change campaign in association with Unicef. It addressed issues like anemia, dropping out of school and lack of general hygiene and health facilities.
Over the years, Jaago Re by Tata Tea has become a credible platform for catalyzing social change through its social awakening ads. In the first phase of the campaign, efforts were directed to involve the youth in the voting process. In its second phase, it embarked on its anti-corruption drive, beginning with its ‘Aaj se khilana bandh, pilana shuru’ campaign. Its most recent ad is about creating awareness amongst women from the upper strata of society about the power of voting through the Power of 49 campaign.
What we love about these ads is the link between the brand name, the benefit it offers and the social initiative it is associated with. Love the ideas and the execution.
- The Escape Velocity Team
P.S. Stay tuned next week for part 2 on this series on how brands are bringing out different shades of India.