Does marketing with a social cause give brands a human face?

[sandhya]

[Red]

Sandhyaa: Not necessarily. Depends on the product you're advertising. For example if ITC markets for any social cause they'll be lambasted by the media for selling subliminal messages in the adverts for promoting their brand. But then, Red and White, the tobacco company, has been giving out bravery awards and advertising their name for quite a while in this way, and nobody has done anything.

One case when it did work quite well is Tata Tea's Jaago Re champaign. They played the democracy card and the limited caffeine amounts of their product to really kick the whole concept off.

[Venkatesh]

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SKS VENKATESH