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ver, he feels that though contribution by private companies is fractional, but it’s a good beginning. All said and done, fact is that percentage of social campaigns this year by corporates have fallen short by 12% compared to last year and overall rise is primarily due to hike in government advertising. Only a few promotional campaigns by companies have attained visibility such as ITC’s e-choupal for upgrading the life of the farmers and the FMCG giant HUL’s contribution for the water saving cause through Surf Excel detergent and the jingle – ‘Do bucket paani ab rozana hai bachana.’ Priti adds, “Since the last four years, P&G has been religiously contributing Re.1 for every new product, but they have not had a specific campaign for shiksha per se.” Considering that the economy is booming, cash rich corporates could have invested more in this medium to leverage their social responsibility plank! For now, health awareness enjoys a monopoly in social advertising (47%), followed by family welfare & education. But, experts opine that there should be a balance. Spending nearly half the ad budget on health at cost of pressing social evils like population control & upliftment of the girl child, is not the best way to utilize government resources. The time is ripe for government, NGOs and India Inc. to step up social marketing efforts in mutual synchrony.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
ver, he feels that though contribution by private companies is fractional, but it’s a good beginning. All said and done, fact is that percentage of social campaigns this year by corporates have fallen short by 12% compared to last year and overall rise is primarily due to hike in government advertising. Only a few promotional campaigns by companies have attained visibility such as ITC’s e-choupal for upgrading the life of the farmers and the FMCG giant HUL’s contribution for the water saving cause through Surf Excel detergent and the jingle – ‘Do bucket paani ab rozana hai bachana.’ Priti adds, “Since the last four years, P&G has been religiously contributing Re.1 for every new product, but they have not had a specific campaign for shiksha per se.” Considering that the economy is booming, cash rich corporates could have invested more in this medium to leverage their social responsibility plank! For now, health awareness enjoys a monopoly in social advertising (47%), followed by family welfare & education. But, experts opine that there should be a balance. Spending nearly half the ad budget on health at cost of pressing social evils like population control & upliftment of the girl child, is not the best way to utilize government resources. The time is ripe for government, NGOs and India Inc. to step up social marketing efforts in mutual synchrony.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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