Going green in India: Embracing the environmental imperative (Landor Perspectives 2009)

Lulu Raghavan and Gazala Vahanvati

This article asks if "green" is just a marketing communications platform or if it's a long-term imperative for brands in India.

Landor Perspectives 2009 – Going green in India: Embracing the environmental imperative

Lulu Raghavan is client director and Gazala Vahanvati is a brand consultant in the Mumbai office of Landor Associates.

Green is slowly and steadily becoming the symbolic color of ecoconsciousness in India. Last Christmas, Greenpeace paraded a green Santa down Marine Drive in Mumbai as part of its environmental campaign. But is “green” just a marketing communications platform or is it a long-term imperative for your brand?

We strongly believe it's the latter. Every brand will have to become green to some extent or risk...

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