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“The search for a larger cause with which the brand can tell its story is a great strategy. Cause related advertising does a lot more than conventional ads. It makes the brand a perceptual leader. It attracts immense goodwill. It becomes a platform for public expression... and helps in making the brand iconic,” agrees Josy Paul of JWT.
Take Tata Tea. The tea major is peddling Bhartiyata in the form of its latest advertising communication – Jaago Re – that harps on corrupt and illiterate politicians. In as much, for the first time, a tea brand is attempting to take tea from just being a wake up drink to becoming a medium of larger ‘awakening’. Created by Lowe Lintas, the ad showcases a politician (a pot-bellied and illiterate one at that) on the campaign trail, who is taken aback when a young voter takes his trip, commenting on his (lack of) qualifications for the job (of running an entire country).
Explains a Tata Tea spokesperson, “With this bold advertising step, the brand wants to encourage citizens of this country and make them think about the current socio-political system.” The bid is clearly to woo the growing breed of youngsters in the country, who’ve turned to coffee. While marketers and advertisers reaffirm their faith in this growing new breed of brand communication, they nevertheless put forth a word of caution. “It’s a very fine line between supporting a worthy social cause and advertising it – cross that line and it starts looking very opportunistic. For instance, will the brands stop associating with a cause if the cause becomes less fashionable,” asks Subramaniam.
Agrees Titus Upputuru, Creative Director, O&M. “The value that the brand is propagating gets associated with the brand itself and ends up being an brand attribute only if done successfully over a period of time,” he proclaims judiciously.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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