By Joseph George
The final 18 months have inarguably been most distressing for nearly each post-independence-born Indian, residing amid worry, anger, sorrow, frustration and, at instances, even collective embarrassment. In all this, manufacturers have needed to stroll the skinny line — to be delicate in addition to to promote; to be true to their model as effectively to their enterprise; to influence in addition to to plead. A couple of manufacturers, via their campaigns or initiatives, have stood out on this interval when it comes to being genuine, related, sensible and compassionate. I’ve tried to speak briefly about every of them. This record just isn’t ranked by impression, as a result of I shouldn’t have all of the required knowledge; and is actually not exhaustive both.
Axis Bank: The financial institution’s Reverse the Khata marketing campaign reminded us concerning the ‘previous regular’ when one might stroll as much as the neighbourhood retailer or vendor, make a purchase order, and stroll away with an informal ‘mere khate (account) mein likh lena’. This ‘khata’, so far, stays a sacred side and certainly an unwritten promise of a long-term relationship between the client and the native shopkeeper. Axis Financial institution flipped this pan-India cultural fact on its head and urged folks to #ReverseTheKhata by advancing cash to those very neighbourhood shops and distributors to assist them get better, and restart their life mauled by the pandemic.
Mondelez: Festivals in the course of the pandemic got here with a darkish cloud hanging over them. For small companies, it wrecked livelihoods. Mondelez designed a real-time, data-driven, hyper-localised marketing campaign known as #NotJustACadburyAd to promote not simply itself, but in addition 1000’s of small companies throughout India who might do with some free promoting. The thought was additionally to encourage generosity at a area people degree, by spotlighting small retailers that folks might purchase Diwali items from.
Google: Google was sensible and delicate about making itself extraordinarily related in the course of the pandemic via its numerous merchandise, providers and initiatives. From vital and genuine details about vaccines and different Covid security protocols with its #GetTheFacts initiatives to its #BeKindToYourMind, the place it addressed the impression of the pandemic on the psychological well being of those that have been taking good care of others. The corporate additionally did its bit for struggling dad and mom and irritable children with their #GoogleSummerCamp initiative, as additionally with its #MakeSmallStrong initiative the place it urged Indians to go looking and store from native companies.
Unilever: Lifebuoy’s early response to the pandemic was to induce folks to cease the virus from spreading by washing their palms often with cleaning soap — not simply Lifebuoy, however any cleaning soap. It additionally featured competitor manufacturers, placing Lifebuoy on the helm of a behaviour change plea from the non-public hygiene trade. On International Handwashing Day 2020, Lifebuoy developed one of many easiest and most scalable concepts, ‘H for Handwashing’, to basically change how the letter ‘H’ is taught. A easy intervention that launched the idea of handwashing to youngsters on the proper age. Now not will ‘H’ stand for Horse, Hat and even House.
MullenLowe Lintas Group: It was uncommon to see a artistic company put its hand as much as do its bit for what had surprised, shocked, saddened and shamed a whole nation — when 30 million day by day wage blue collar, expert and unskilled migrant staff have been rendered jobless. MullenLowe Lintas’s resolution to the issue was a digital duplicate of the bodily ‘Labour Chowk’ — the excessive site visitors crossroads in metros the place expert and unskilled staff collect day by day with their instruments to search out work and wage. Kaam Wapasi (Again to Work), via its distinctive cellular internet utility and IVRS, allowed migrant staff to add their talent ranges and site desire, and employers to add their talent and site necessities. The algorithms then took over matching the info units of employers and potential staff.
The writer is founder, chairman and MD, Tilt Model Options