What’s the next big social cause? Maybe it’s a small lesson in humility!


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Is social cause the next hot button in gathering customers or a genuine subscription to life altering moments? ‘Goodness advertising’ started way back as a ploy to make brands integral to life. The simplest story was told as an infomercial with a closure that seemed to imply, that the brand cared. It said ‘Issued in public interest….’. Interesting way to appropriate a real need, by being useful. In the last few years many brands have got bolder in this expression. Lifebuoy soap in a very mature market moved out of ‘germkill for men @ sport’ to a family health care promise. While the trend was to empower kids, Lifebuoy made them mini-NGOs. Quite refreshing and believable given that it was the kids who took to the streets to clean up the mess, as they were…
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They make me feel guilty for exactly 0.001 secs: So the question is, who is ready to sell their Ferrari?


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Imagine a mega planet that has enemies and friends within. It is trying to find its voice. Choked in garbage, depleting lung power and dwindling life forms, it is begging its residents to at least now give it some hope(penhagen). Alas! The efforts with all good intentions, are often couched in wow print advertisements and posters. It does wake you up for just that nanosecond, before the next guzzler of a sedan (the guzzler bit is couched of course) seduces your conscience with its masculinity & power.

Of the lot, the ones that do little to change the attitude of women are the fur & vegetarian print advertisements by PETA. ‘Social flaunt symbols’ far outweigh ‘personal belief symbols’. To stoke the latter, a receptive mind-state that is moving out of  ’status anxiety-external gratification’ to…
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  • Sandhya Srinivasan
  • Charles Victor

 

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