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Cause Related Marketing Cause Related Marketing Enlightened Self - - PowerPoint PPT Presentation
Cause Related Marketing Cause Related Marketing Enlightened Self - - PowerPoint PPT Presentation
Cause Related Marketing Cause Related Marketing Enlightened Self Interest The changing Indian world-view A new pride in the idea of India The changing Indian world-view A new pride in the idea of India A belief in our tryst with destiny, at
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The changing Indian world-view
A new pride in the idea of India
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The changing Indian world-view
A new pride in the idea of India A belief in our tryst with destiny, at the centre of the world stage
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The changing Indian world-view
A new pride in the idea of India A belief in our tryst with destiny, at the centre of the world stage Inefficiency, mis-governance a frustrating obstacle to this ‘inevitable’ tryst
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The changing Indian world-view
A new pride in the idea of India A belief in our tryst with destiny, at the centre of the world stage Inefficiency, mis-governance a frustrating obstacle in this inevitable tryst Also, a guilt about those not part of India Shining
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A desire to give back A desire to re-connect
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A desire to give back A desire to re-connect Social causes as marketing platforms
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The TOI’s journey in Cause Related Marketing
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Classical role of newspaper
Objective reporter of news Not a player/ participant
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Huge opportunity for an enhanced enhanced role
Newspaper as thought leader
- pinion mobiliser
change agent activist
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A campaigner for a better life for readers
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A campaigner for a better life for readers … and for the society and nation’s progress
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The TOI’s journey of social activism
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A small beginning: The Kolkata Maidan
TOI, a late entrant into Kolkata; an ‘outsider’
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A small beginning: The Kolkata Maidan
TOI, a late entrant into Kolkata; an ‘outsider’ Kolkata, a city with a heart
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A small beginning: The Kolkata Maidan
TOI, a late entrant into Kolkata; an ‘outsider’ Kolkata, a city with a heart To shorten the process of being seen as an‘insider’who felt for the city, decided to adopt a cause
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TOI, a recent entrant in many other new cities City-level causes to become a ‘voice of the city’
Kolkata maidan Followed by city level causes in Bangalore,
Lucknow, Hyderabad, Pune…
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From city-level celebration… To an India Poised for the big leap
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AB: India Poised
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Lead India Film
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Teach India
Empowering common readers to take part in nation and society-building
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TOI Chennai Edit Campaign Launched September 2012
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Launch Jacket
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Organ Donation Day 2014
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Power of social media
Online, the primary medium
App for Donation Contest. Top 50 referrers
given Rs 10k to NGO of choice
Twitters: hashtag #Save8Lives was
trending India for 24 hours
Over 3 million impressions
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Power of social media
Online, the primary medium
App for Donation Contest. Top 50 referrers
given Rs 10k to NGO of choice
Twitters: hashtag #Save8Lives was
trending India for 24 hours
Over 3 million impressions
Sign ups: 85,000 in just 2 weeks.
More than the full year’s registrations, for
the 6 participating NGOs
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Social Marketing communication: Some learnings from TOI Need to apply the best principles of ‘regular’ brand communication
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Social Marketing communication: Some learnings from TOI Need to apply the best principles of ‘regular’ brand communication Overdose of messaging
Need to move from the general to the
specific
From general ‘bhashan-baazi’ to clear call
for action
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Social Marketing communication: Some learnings from TOI As demanding of quality as the best of ‘regular’ brand communication Overdose of messaging
Need to move from the general to the
specific
Need to move from ‘bhashan-baazi’ to call
for action
Online, an amazing multiplier.
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