Monday, February 5, 2007
Thot bubbled #26
Bono and Bobby Shriver kickstarted the RED products revolution. Can't we in India kickstart a BLUE product revolution? A percentage of all BLUE-label products will go towards cleaning up the Ganges. Any thoughts on this thot would be most welcome. The thing I like about the RED idea is that it's a much better way to brand a social cause, than simply saying that a part of the proceeds will be donated to yada yada.
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8 comments:
Red has Bono. Blue has who?? Why Ganges? Why not diabetes? Why not education?
Blue Movement in India is very much possible. But Medha Patkar cannot be the face. A Blue Manifesto is required. A strong collaboration of different companies required. Maybe IBM can take the lead. Maybe Ujjala can join. Pepsi can hop in. Rin Shakti or Surf Excel can extend their hand. SBI can create blue cards. But who will execute Blue??
Blue is the colour of water and the Ganges is something most Indians might be attached to. That's why Blue for Ganges. But sure, it can be diabetes or something else that touches more Indians than less. The issue is not the issue, the visibility of the RED/BLUE branding is what really interests me.
Maybe it should be tubercolosis. speaking of red, considering India has one of the biggest AIDS problems in the world, why haven't any Indian companies launched RED products? Because of the stigma attached to AIDS?
I guess so. Probably because CSR is treated as a PR generating mechanism and brand managers don't see things beyond. More than the stigma attached to AIDS, they actually don't believe in doing good to consumer. Obvious question that they ask is "Will it help/increase my bottomline?" We had lengthy discussion regarding this before. But its the lack of 'Brand Enthusiasm' that John Grant speaks about. CSR - A long term association or a short term PR stint is still not clear in their minds.
But a lot can be done in India, provided Corporate India wakes up and stands up for a cause that they can champion.
aaah, and i loved the RED campaign enough to buy their moto fone and gap t shirts. it was done in a really cool way, even the packaging and the online campaign. really interesting. why cant we do more RED in india? AIDS, child labor, diabetes, obesity? agree w Roop re CSR bottomline, in fact I think there was a debate on this earlier on thotblurb. shake em up... can we do something online with thotblurb? can we get people/ planners/ agencies/ clients to contribute towards a cause in an easy manner that guarantees them visiblity?
Speaking of proceeds going to charity etc etc, ITC seems to be doing a water conservation project with their Aashirvaad rice. Well, atleast they've got a connect!
excellent idea uber...how do we take it further!!
I've suggested a RED card for one of my clients. And I'm looking at similar ideas for two other clients I handle here. Let's see how far it goes. The market here is less open to such ideas. Even more so, when it comes from a bloody indian. :-)
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