By Vipin Agnihotri
If you go to the home page of Tata Motors you will find the slogan ‘We Care”. On the other hand, ITC has launched a “Sunfeast Hara Banao” campaign to make Indian children more environmentally alert, by using less measure of plastic bags, helping make a butterfly garden and many more such initiatives.
Proctor & Gamble has pretty much realized that present day mother’s values education more than anything else. Taking this into account, they launched a “Shiksha- Secure Your Child’s future” programme. It is worth mentioning in this regard that you could now buy any of P&G products like Vicks, Whisper, Ariel and Tide and win either Rs 2 lakhs toward graduate education fee of one child or Rs 50,000 as one-year tuition fee of a child.
If experts are to be believed, P&G wanted to show the world that it did not only make great products but wanted to improve the life of its consumers too - In my opinion, a tremendous way to build brand loyalty.
Furthermore, Nestle came out with a “Stick of Hope” where ice cream lovers would write a few words of inspiration, a favorite joke on a virtual pop stick. In general, for every message Nestle would contribute 25 cents to the city of Hope Cancer Center to assist children with cancer.
It has come into the notice of The India Street that Banana Republic started a “Drop your pants” campaign where you could donate your gently worn cast-offs. This was quite brilliant as people got an incentive to close out their closets and felt good about helping someone.
MAC cosmetics does number of programmes to benefit children with AIDS. As a matter of fact, its “kids for kids” programme sells greeting cards made by children and the proceeds go to benefit children with HIV/AIDS.
It’s great to see how cause marketing campaigns today are transforming the market. Every individual admires and expects from them. After all, if you are interested in growing consistently you have to follow the general rule of thumb – “give and you shall receive”.
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