Want consumers? 'Ad' on emotion

BRAND BUILDING: Big brands are now riding the social welfare bandwagon to win over customers.

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Mumbai: How many times have you looked back at a commercial that urges you to mail its packing to help women tormented by domestic violence. Or perhaps a popular detergent advertisement that talks of education to underprivileged children?

Move over brand loyalty and glamourous advertising, established brands are now riding the social welfare bandwagon to attach customers emotions with their products.

Mumbai's slum children might not use Surf Excel but the detergent company (FMCG Giant HLL) is funding their education. And Surf Excel is not the only brand on the do-good trail.

Cosmetic company Ponds has tied up with the United Nations Development Fund for Women to fight domestic violence. For every flap of Ponds packing a consumer mails to the company, it contributes Rs 2 to a fund for the cause.

BRANDING FOR A SOCIAL CAUSE
Mumbai's slum children might not use Surf Excel but the detergent company is funding their education.	ITC has been financing and promoting rural small-scale businesses.	Ponds has tied up with UN Development Fund for Women to fight domestic violence.

"If a brand is seen as a responsible brand, a socially purposive brand, consumers get an emotional connect that’s far beyond just usage of a product and consuming it,” Ravi Naware Divisional Chief Executive, ITC says.

Four-years after Lifebuoy showed improved sales, HLL has put the social focus on the tube.

"If our previous experience is anything to go by, it does impact sales in a very positive way, we've seen that in lifebuoy in rural areas, with fair& lovely as well," Ashok Venkatramani VP - Skincare, HLL said.

Experts predict when brand loyalty is passe and me-toos are proliferating, sectors like auto and durables will hop on to this bandwagon as well.