The Times of India advises brands to seek collaboration on social activism | WARC | The Feed

The Times of India advises brands to seek collaboration on social activism

Over the years, The Times of India – the country’s leading newspaper – has been at the forefront of brand activism by raising pertinent issues with campaigns like Teach India and Aman Ki Asha.  Such activism comes easier to a newspaper, says a senior executive; non-media brands may find it useful to work with partners. 

Insights

• Brand activism is not only about creating good-looking communication but is backed by brand purpose with intent and action.
• Consumers expect brands to drive social or environmental agendas but it is easy to catch those that are merely offering lip service.
• Causes raised by brands need to be relevant and not appear opportunistic; collaborating with relevant stakeholders will help tackle the issues more effectively.

Key quote

“It can be a collaborative effort. It would be wise for brands to collaborate with relevant stakeholders and see what is the best way forward” – Malcolm Raphael, senior vice-president and head – trade marketing, innovations, creative strategy, Times of India.