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Content Hub

MARKETING WITH A CAUSE

Gauri Sharma

By Sanya Arora

Sanya is studying Fashion Marketing at the Pearl Academy and is interning with DOT for the summer. Though the primary focus of her internship is on ethical fashion, she is interested in exploring the power of brand to create positive social change. Some great campaigns by great companies!

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As consumers have started becoming more aware of the inequities around them, a lot of brands and companies are putting social and environmental sustainability at the heart of their business. They are standing up for something bigger, something good, something which entails more attention than just products and services. This rise in socially conscious consumers has made it essential for brands to nurture an emotional relationship with their customers by championing a cause. Here are some of the best.

Vistara & Salaam Baalak Trust - #FlyTheNewFeeling

Vistara airlines collaborated with a NGO called ‘Salaam Baalak Trust’ which supports street children in Delhi and Mumbai. The airlines invited 12 kids from the NGO to be part of their very first flight. The complete joy of flying for the first time was captured and made into a short film titled ‘Fly the new feeling’. The brand not just marked their new journey but also fulfilled the dreams of 12 kids while connecting with its audience with a promise of ‘Fly the new feeling’. You can watch the film here

Ching’s Secret & Akshay Patra Foundation - ‘India Ke Hunger Ki Bajao’

The premium Chinese brand Ching’s Secret partnered with Akshay Patra Foundation, a non-profit organisation providing mid-Day meals to 1.5 million children in India every year. The aim of the campaign ‘India Ke Hunger Ki Bajao’ is to feed 1 million children across India. The brand has given an actionable voice with the help of its brand ambassador Ranveer Singh who drives this CSR campaign. Ching's strongly feels that by positively contributing to the community with this initiative, they will drive nation towards better future and progress. You can watch the film here.

Paper Boat & Parivaar Ashram #FloatABoat

A beverage brand, Paper Boat, teamed up with Parivaar, a humanitarian service organization, with the vision of improving the life of less fortunate children. Together they rolled out a campaign, ‘Float A Boat’, an initiative which involved making a paper boat, uploading a picture on their website or social media with a hashtag  #FloatABoat. For every uploaded picture, the brand donated Rs 20 for children's education. The campaign helped the brand build on its proposition of ‘Drinks & Memories’. You can watch the film here

 Dabur’s Sani Fresh - ‘700se7Kadam’

Dabur India for its toilet cleaner brand Sani Fresh, took out a campaign called ‘700se7kadam’ with a motive of taking steps towards creating better sanitation facilities for rural women in tier 2 and tier 3 cities. The campaign featured stories of many rural women in India who walk a great distance to relieve themselves and put their life and dignity at risk.  The brand invited all its customers to support the campaign by creating a buzz on social media. For the sale of every product, the brand contributed Re. 1 towards building toilets with a hope to reduce the distance traveled by these women, from 700 steps to only 7 steps. You can watch the film here

Lenovo & YUWA - #PitchToHer

Lenovo in partnership with YUWA, a non-profit organisation that imparts football training to young girls, launched a campaign called ‘Pitch To Her’. The idea was to invite young minds to pitch innovative ideas that can impact the life of girls at YUWA through technology. The most convincing idea was awarded with a month long internship at the YUWA campus. In this way the brand helped the young girls at YUWA to experience the wonders of technology, pushing them towards a smarter and better world. You can watch the film here

Nivea India & Aseema Charitable Trust - ‘Mom’s Touch’

A skin care brand, Nivea, launched a social campaign in association with Aseema Charitable Trust, an organisation that works towards providing education to children from marginalised communities. The campaign touched millions of hearts by depicting stories of extraordinary mothers who go out of their way to make their children’s future secure. The first leg of the campaign was done in municipal schools of Mumbai, where mothers of students with 100% attendance were given 3 months ration as an acknowledgment to their efforts. This helped the brand to build a right image of ‘love and care’ with its customers. You can watch the film here

Lifebuoy- ‘Help A Child Reach Five’

Hindustan Unilever’s soap brand, Lifebuoy, created a unique social campaign to spread awareness about the facts on death of children under 5 due to infections like diarrhoea. This social initiative was done in Thesgora, an Indian village with various hygiene and handwashing education programmes. The campaign titled ‘Help A Child Reach 5’ showed positive impact on handwashing behaviour and health of the people living in that village. Since then the brand has become more ‘preferred’ among its audience. You can watch the film here