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Social responsibility: Are we witnessing a paradigm shift in the ad industry?

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By Rituparna Chakrobarty

A unique trend has slowly emerged over the past few years that is creating waves in the advertising world. The 30 seconds advertisements not only give you a break from the nail cutting scene while endorsing their products but also disseminate a strong social message to the society and its people.

Times are changing

In earlier days the responsibility of creating awareness among people was confined to the Government only. But overtime, this tendency has changed. The private advertising agencies are coming forward and trying to share this responsibility along with the Government.

In the world of globalization, the advertising standards have been changing. With a little humor, the ads connect with the life of the viewer and try to arouse various feelings.

But why should brands choose to include social messages in their advertisements rather than just resort to sensationalism or an appeal to the baser human instincts?

So why do they do it?

The success of Tata Tea group’s “Jaago Re..” has shown the advertisers the power of social messages in ads. Campaigns presently followed by Parle, the Litter campaign and Amul’s butter campaign on World Cup series of 2015 are a proof that including something moral or social can increase the efficacy of ads.

Firstly, such campaigns help the brands come across as a socially responsible and mature. It helps them to prove that they are not merely making profits by selling their products to the consumers.

Secondly, it helps in creating a long lasting impression in the minds of the consumer. The consumers get emotionally attached to the advertisements.

Advertising beyond products

Tata Tea Group (Jaago Re..)

These ads tackle the most crucial and sensitive nerve of the society which we face in our everyday life like corruption, unqualified leaders, disobeying  the rules and regulations and common man’s ignorance to cast the vote. They talk about everyday issues and present them in a clear way.

Parle litter campaign

The commercial was set up to encourage the viewer to use dustbins at public places. Parle also participated in the Swachh Bharat initiative taken by PM Narendra Modi. This ad tells the personified dustbins that ask the people to use them.

 Amul World Cup fever

Utterly-butterly delicious Amul butter has been in the market for more than 50 years and has changed the perception about advertisements. Their recent ad campaign regarding India’s performance in the International Cricket World cup since 1975 till 2015, shows a number of eminent Indian cricket players during various breadth taking matches of the past.

Perhaps the advertisements with something relevant to say have a wider reach and people get easily convinced by them. They portray the brand as something more than just a money minting enterprise but as a socially responsible entity which serves a greater good.

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Oli Assures Modi, Nepal’s Territory Won’t Be Used Against India’s Interests

After assuming office in February, Oli made his first foreign visit to India in April.

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Gokhale said that Modi's two-day visit to Nepal was aimed to strengthen bilateral relations
KP Sharma Oli, PM of Nepal, wikimedia commons

Prime Minister K.P. Sharma Oli has told his Indian counterpart Narendra Modi that Nepal’s territory will not be used against New Delhi’s interests, Indian Foreign Secretary Vijay Gokhale said here on Saturday.

“Oli reiterated that they will be sensitive to our concerns and their territory will not be allowed to be used by anybody against India. Prime Minister Modi reciprocated the sentiments,” Gokhale told the media.

Gokhale called Oli’s view “very significant”.

There was a chill in India-Nepal ties during Oli’s earlier stint as Prime Minister between October 2015 and August 2016 when a border blockade blamed on New Delhi crippled Nepal’s economy.

There were also perceptions that Oli was leaning towards China than India.

Gokhale said that Modi’s two-day visit to Nepal was aimed to strengthen bilateral relations “whether it be cross-border electricity or cross-border connectivity”.

“We are looking into cross-border electricity and cross-border connectivity not only with Nepal but other neighbouring countries as well,” he said.

After assuming office in February, Oli made his first foreign visit to India in April.

Stating that India welcomed the restoration of democracy in Nepal, Gokhale said that both the government and the opposition in the Himalayan nation were parties to it.

He said both sides agreed to be committed towards the stated projects. “We will address this within a set timeline.”

Prime Minister, Narendra Modi stressed on the importance of service to others in his last Mann Ki Baat edition for 2017.
Modi is on Nepal visit for two days, wikimedia commons

According to Gokhale, Oli confirmed to Modi that Nepal will host the the Bay of Bengal Initiative for Multi-Sectoral Technical and Economic Cooperation (Bimstec) summit this year.

Bimstec comprises seven countries lying in the littoral and adjacent areas of the Bay of Bengal — Bangladesh, Bhutan, India, Myanmar, Nepal, Sri Lanka and Thailand.

Gokhale also said that Modi’s visits to cultural sites in Nepal “suggested that there should be strong people-to-people ties”.

Apart from offering prayers at temples in Nepal, the Indian leader inaugurated the Janakpur-Ayodhya bus service, a 900 MW hydropower project and announced Rs 100-crore aid to develop Janakpur city.

Also Read: Water Crisis is Increasing in Cape Town, Red Alert For Africa 

He also held extensive discussions with Oli, President Bidhya Devi Bhandari and other government officials to better bilateral ties after which he said: “All misunderstandings with Nepal are over.”

Modi also met leaders of opposition parties, starting with former Prime Minister Sher Bahadur Deuba and other members of the Nepali Congress.

He exchanged views on strengthening bilateral ties with former Prime Minister and Chairman of the Communist Party of Nepal (Maoist Centre) Pushpa Kamal Dahal “Prachanda”. (IANS)