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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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Narendra Modi Accuses Congress of Aiding Those Who Want to Weaken Army

Again, the Prime Minister said "some people" felt ashamed of shouting "Bharat Mata ki Jai"

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According to LocalCircles, each person who voted in the survey is registered with the portal with their detailed information and in many cases they shared their residential address.
Congress helping those who want to weaken Army: Modi, wikimedia commons

Prime Minister Narendra Modi on Sunday accused the Congress of aiding those who he said want to weaken the Indian Army and raising questions over the government and even the Supreme Court over Rafale fighter jets.

“Today, there are two camps in the country. One is the government that is trying to strengthen our Army. The other wants to weaken our Army at any cost,” Modi said, flagging off the 900th coach of Modern Rail Factory and a Humsafar Rake in Rae Bareli, UPA Chairperson Sonia Gandhi’s Lok Sabha constituency.

“The country has been witnessing that the Congress stands by those powers who don’t want our armed forces to be strengthened,” he added, in an obvious reference to Sonia Gandhi’s son and Congress President Rahul Gandhi who has been accusing corruption in the Rafale jet deal with France.

The Prime Minister said the country was watching “such people” who he added were “getting support of countries pitted against India”.

“What is the reason that people in Pakistan clap when some of our leaders speak?”

Narendra Modi
Narendra Modi (Wikimedia Commons)

The Prime Minister pointedly accused the Congress of raising questions over the dignity of the Defence Ministry, Defence Minister Nirmala Sitharaman, Air Force, France and the Supreme Court over the purchase of Rafale jet aircraft.

“Some people only accept lies and speak lies. For them the country’s Defence Ministry, Defence Minster and Air Force officers are liars. The French government is also a liar. Now, the country’s Supreme Court is also a liar for them.

“But truth does not need ‘shringaar’ and lies will always die. The country will never forgive the Congress over its attitude towards the Army.”

Also Read- Study Reveals That YouTube Influencers Rarely Disclose Their Marketing Relationships

Again, the Prime Minister said “some people” felt ashamed of shouting “Bharat Mata ki Jai”.

“What kind of people are they who do not care about the country? I know that they want to abuse Modi. They want to frame Modi for corruption. But I want to know why they have put the country’s pride at stake for this? Why is national security being put on stake?” (IANS)