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Cause Related Marketing Cause Related Marketing Enlightened Self - PowerPoint PPT Presentation

Oct 02, 2023 •253 likes •705 views

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

  1. Cause Related Marketing

  2. Cause Related Marketing Enlightened Self Interest

  3. The changing Indian world-view A new pride in the idea of India

  4. 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

  5. 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

  6. 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

  7. A desire to give back A desire to re-connect

  8. A desire to give back A desire to re-connect Social causes as marketing platforms

  9. The TOI ’ s journey in Cause Related Marketing

  10. Classical role of newspaper Objective reporter of news Not a player/ participant

  11. Huge opportunity for an enhanced enhanced role Newspaper as thought leader opinion mobiliser change agent activist

  12. A campaigner for a better life for readers

  13. A campaigner for a better life for readers … and for the society and nation ’ s progress

  14. The TOI ’ s journey of social activism

  15. A small beginning: The Kolkata Maidan TOI, a late entrant into Kolkata; an ‘ outsider ’

  16. A small beginning: The Kolkata Maidan TOI, a late entrant into Kolkata; an ‘ outsider ’ Kolkata, a city with a heart

  17. 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

  20. 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…

  21. From city- level celebration… To an India Poised for the big leap

  23. AB: India Poised

  27. Lead India Film

  32. Teach India Empowering common readers to take part in nation and society-building

  34. TOI Chennai Edit Campaign Launched September 2012

  35. Launch Jacket

  38. Organ Donation Day 2014 38

  40. 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

  41. 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

  42. Social Marketing communication: Some learnings from TOI Need to apply the best principles of ‘regular’ brand communication

  43. 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

  44. 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.

  45. Thank You

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