Mahindra Rise made waves. Now Tata has its ‘values stronger than steel’ campaign.
Two of India’s biggest business houses are focusing on people empowerment for their communication scripts. And there could well be more.
Using employee testimonials isn’t a new trick in marketing communication. Neither is talking CSR (corporate social responsibility). But they’ve suddenly become popular and could well guide other brands down the path.
Why do CSR and employee welfare tales make for such good communication scripts?
- They tell a tale, and everyone loves a story. Specially one with a happy ending.
- They boost identity and brand recall. Your audience may find it difficult to remember the hundred products you sell. But portray yourself as a brand that cares and your brand recall could go up by a few notches. The next time a potential customer sees a product with your logo, the subtle association is that of a company that cares. The brand scores, even if the product independently doesn’t.
- They change focus from products and services to the brand. It’s about becoming a company with values and ethics. It’s about creating the right image – going beyond profits and balance sheets to make an impact. Who doesn’t like a company that’s doing good?
Many companies have a strong history of making a difference to their stakeholders. Many have shared their wealth with the communities they are a part of. They have been doing a lot of good. Guess now’s the time to say so on prime-time TV and get those eyeballs.
