Comments on: Indians support Brands that support Good Causes [Marketing Mantra]

By: Deeps

Deeps — Wed, 25 Nov 2009 11:54:31 +0000

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.

By: Ashish

Ashish — Wed, 25 Nov 2009 07:19:20 +0000

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.

By: vinay

vinay — Wed, 25 Nov 2009 06:48:14 +0000

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.