About the Collaboration
The Indian tea industry, with a history spanning 172 years, is a key player in the country's economy. Dominated by crush, tear, and curl (CTC), orthodox, and green tea, it boasts over 13,000 gardens, two million workers, and significant global demand for unique varieties like Darjeeling tea. With a red ocean saturation in the Indian tea ecosystem, a leading Indian tea brand decided to conduct their Corporate Social Responsibility with an uncommon campaign, that rewarded the good in the society by recognising the efforts of MSME owners and good samaritans of the society.
A CSR Campaign
Background
Large enterprises conduct CSR campaigns, for various reasons, including enhancing its reputation and brand image, building stronger relationships with stakeholders, contributing to societal well-being, addressing environmental concerns, attracting socially conscious consumers and investors, and complying with ethical and regulatory standards.
Client's Vision
By aligning their brand image with corporate social responsibility, the client can strengthen their connection with society by acknowledging and supporting the commendable efforts of humanitarians. This strategic approach not only enhances the brand's image but also contributes positively to societal well-being.
Target Audience
This campaign was aimed at MSMEs and residents of major cities, who consume the news via newspapers, radio and also social media.
Print Readers
Radio Listeners
Social Media Users
Campaign Execution
HT Media Group published campaign related content as news articles in the main editions of English Hindustan Times and Hindi Hindustan, to receive more interest and entries from all news consumers, across different strata of society. It ran news articles, radio spots and published stories on social media about the campaign, for all of 90 days, to ensure optimal impact and change. HT Media also released a White Book on India's silent revolutionaries, by notable cabinet ministers and Editor-in-Chief, Hindustan Times.
