Ever wondered why Tata Tea would spend so much of money/effort in ‘Jaago re’ campaign?
Well, it turns out that 76% Indians would recommend a brand that supports a good cause. A study conducted by goodcause Consumer study has interesting data points to help you define your marketing plan:
- 64% would recommend a brand that supports a good cause – up from 52% last year globally; India figure 76% vs 65% last year
- 59% would help a brand promote its products if there was a good cause behind it – up from 53% last year; 75% India vs 65% last year
- 71% think brands and companies spend too much on advertising and marketing and should put more into good causes – up almost ten percentage points; 74% India vs 60% in 2008
- 44% are aware of brands that actively support good causes through their products and services – up from 33%; in India this is a whopping 77%, up from 24% in 2008
- 67 percent say they would switch brands if another brand of similar quality supported a good cause.
- 74 percent of Indian consumers interviewed think brands and companies should spend less on advertising and marketing and more on good causes (up 14 percentage points from 2008 – details
Tata Tea Jaago Re Campaign
The survey of 6,000 people was conducted in 10 countries and interestingly, 63% polled look forward to brands and companies that make it easier for them to make a difference!
What’s your take on this report? Do you build ‘the goodness cause’ in your marketing campaign?
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Not true really. The most profitable companies in India have no pretensions about supporting social causes, and even if they do, it is usually under the advertising radar. e.g. Tata Tea is not any bigger than it was before Jaago Re. i.e. it must have been market leader over Lipton much before itself.
Obviously Goodcause is out there trying to ‘create’ examples. It is no secret that in India, what people say, and what people do usually have little connection to each other.
It’s not about profitability. It’s about being on top of mind.
Google does pretty much all the ‘goodcause’ thing worldwide and they have a strong brand recall.
And that’s why I have specified this as ‘marketing mantra’ and not ‘sales mantra’. There is a difference.
If you look at “Talk for India” campaign from !dea recently as well, the pretext is the same. They are supporting a good cause, and I am sure a lot of folks would turn out to talk for India.
Its definitely bringing in a lot of top of the mind recall for the brands.