June 16, 2024

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How marketing changed the world, Marketing & Advertising News, ET BrandEquity

5 min read

<p>Image used for representative purpose</p>
Image used for representative purpose

We often hear about brands cleaning the shorelines, empowering the impoverished and so on. But how often do you hear about brands that became meaningful for refugees in a crisis situation like war? Have you read about blood fertilisers that are made in India? Or a brand that waged a war on a huge problem of food and vegetable wastage at supermarkets with a minimalistic solution. And a brand that’s using the power of ultrasound to eliminate the water pollution of textile dyes. Yes, you ‘heard’ that right.

Harsh Kapadia, CCO, MRM New York and Princeton and jury chair for the D&AD Impact category spoke to ETBrandEquity about the marketing ideas that created a profound impact in the jury rounds and the world around us.

“We witnessed ideas that cleaned our skies and rivers, empowered governments with agility, reframed societal beliefs in our homes, and advanced gender equality in sports,” said Kapadia.

Here are some case studies of brands that are creating a huge difference in the world around us.

Life Extending Stickers – Makro Supermarkets

According to the Food and Agriculture Organization (FAO) in Colombia 6.1 million tons of food are wasted each year, and 40 per cent of those are fruits and vegetables. As an answer to this problem, Makro Supermarkets set an objective to not only help at their stores, but to educate consumers on preventing food waste.

The brand used a media that has existed for decades: The Fruit Sticker with a real purpose: extending their life cycles suggesting recipes based on the fruit’s ripeness and colour, especially in their most ripe stages because that’s when people avoid their consumption for cosmetic reasons.

Watch the case study here:

https://www.dandad.org/awards/professional/2024/238711/life-extending-stickers/

PepsiCo India -Lays Biochar

It’s a peculiar year-end issue in North India. Farmers in Punjab practice multiple-cropping and need to clear their fields of crop stubble within days before the next crop gets planted. The quickest, most effective way is to burn it; leading to more than 27 million tonnes of stubble burnt annually. This emits more than 6.8 million tonnes of greenhouse-gases; enveloping the entire region of North-India in pollution.

As burning has become the farmer’s business-as-usual, this idea couldn’t stop the burning, but promoted the concept of burn the right way. This led to The Biochar Project; which reduces carbon-emissions by 50 per cent; exemplifying sustainability seeping in existing behaviours.

Watch the case study here:

https://www.dandad.org/awards/professional/2024/238755/lays-biochar/

Unipads – Blood Fertiliser

In Gujarat, menstrual blood is seen as one of the most impure things around food. They believe that a drop of menstrual blood can destroy entire crops.

Unipads – a reusable sanitary pad brand, put the menstrual blood under examination. The tests reflected the presence of nutrients which are beneficial for crop growth. So, the brand asked women to dispose of their used pads with menstrual blood in ‘Ukedas’ to form Blood fertilizer.

The same blood that was believed to destroy crops, now helps grow them.

Watch the case study here:

https://www.dandad.org/awards/professional/2024/238745/blood-fertilizer/

Mastercard –How data helped Ukrainian refugees find new homes in Poland

Many refugees headed to the major cities in Poland, thinking they would be the easiest places to find resources and opportunities. But these cities soon became crowded with new émigrés, making living space and work opportunities scarce.

Mastercard’s anonymised spending trends data mixed with stats from the Polish government, resulted in a website and an app that helps Ukrainian refugees figure out the ideal place to live by presenting users with the estimated cost of living, potential job opportunities and in-app housing offers through real estate publisher Grupa Morizon-Gratka. Mastercard was able to get the platform up and running in just five weeks at the peak of the crisis.

Watch the case study here:

https://www.dandad.org/awards/professional/2024/238731/where-to-settle/

Aizome Ultra – Creating textiles with lasting health benefits

The brand is not just using ultrasound techniques to bind natural plant based colours to textiles and the industrial waste from this process is also being certified as, believe it or not, skincare.

Watch the case studies here:

https://www.dandad.org/awards/professional/2024/238709/aizome-ultra-an-innovative-method-to-create-textiles-with-lasting-health-benefits/

“Impact is a strategic alignment, about creating an interdependency between brand and culture, brand and society, brand and planet that benefits both the world, your business and a legacy we want to leave behind for generations to come,” says Kapadia and adds that companies should take a long term view on their Impact projects.

Ariel Share the Load – Procter & Gamble India

This year, D&AD introduced the Sustained Impact category to recognize the importance of long-term strategies. While great ideas can yield immediate results, true impact requires consistent effort and commitment.

One of the Indian ads that caught the attention of the jurors was the Share The Load campaign by Procter and Gamble India.

Watch the case study here:

https://www.dandad.org/awards/professional/2024/238794/see-the-signs-of-silent-separation/

“We felt a profound responsibility to identify the very best work, the capacity of human potential that created hope for a stronger world,” says Kapadia.

Kartik Aaryan bats for Disney+Hotstar in T20 World Cup

Disney+ Hotstar’s ‘Free For All’ campaign, featuring Kartik Aaryan, directed by Vijay Maurya, promotes free ICC Men’s T20 World Cup streaming on mobile with 20 teams competing in 55 games to determine the champion. Aaryan has a well-known passion for cricket and is extremely enthusiastic about the sport. The vibrant advertisement film starts with a view of the busy railway station platform and Kartik Aaryan, dressed in a Team India jersey, are making an announcement.

P&G plans to downplay its corporate name in ads during Paris Olympics

The consumer products maker, one of the world’s biggest ad spenders and a sponsor of the Olympics, is instead focusing its marketing at the Games on its individual brands including Pampers diapers, Gillette razors and Ariel detergent.

  • Published On May 23, 2024 at 08:19 AM IST

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