A couple of
years ago, while CSR was considered a promoter’s prerogative and not so much a
focus area for the “Corporate”, as a ‘do good’ marketing communications partner
and experiential marketing company, we pitched to this one organization to
support a cause which we strongly believed would be strategically viable for
them to associate with. We were heard, then told that “we are already involved
in CSR and are doing our bit by reaching out to nearly a million needy kids
with our midday meals program and more importantly we don’t like to talk about the ‘good’ we are doing!”
Well that became
the base for the existence of our exclusive, dedicated organization, “asset CSR
team (ACT)”, aiming to create a paradigm shift in this area of social impact.
The example
always given to us, by some of the corporates is of a mammoth, over a century
old Indian Conglomerate. But in aping the giant, the basic disservice to
society goes ignored.
Many powerful
connections are made with communication via different platforms. Example, would
‘Swacch Bharat’ have become a movement had the Hon’ble PM of India just quietly
launched it? What if Salman Khan never carried ‘Being Human’? What if HERO MotoCorp and Maruti Suzuki never
spoke about Road Safety? Would these brands have become a household name and
their causes, a movement of the masses?
We like to call
our involvement a “SOCIAL MISSION” since one of our clients said “CSR has been
a formality in this country.” Why is the
good we do as a corporate kept so quiet, done hush hush and managed
irresponsibly? It’s just a necessity
that needs to be fulfilled since it’s not a part of our vision and mission but
just a formality!
CSR’s core power
should be brought under the spotlight. Create a brand with a vision, promote
it, sell it to the masses for positive impact, and involve stake holders and
customers in participation.
Example - We
would never have been able to control the possible HIV +ve epidemic, through
corporate and individual donations for NGOs. Another example – Glance upon the
polio-free mission that eradicated the virus in the country.
Today, development
of the under-privileged, is no longer supposed to be just the agenda of the Government
or a handful of NGOs. In fact, the Government
wants to reduce their trade deficit by pulling out up-to INR 30,000 crores from
profiting corporates and reduce their social responsibility grants and budgets,
and rightly so! We’d like to push for HNIs to be brought into the fold too. Hence,
the government along with the PM Relief Fund ACT and take the responsibility
directly!
We’d need 200
power houses to RESPONSIBLY bring down 20 key issues plaguing the country. For
these causes, to make the difference, lets make it a movement, a drive “of the people,
by the people, for the people!”
About the Author
:
Sanjay M Lal, is
MD at Asset Communications Pvt Ltd & Founder Director at asset CSR team (ACT) - A socially
responsible, exclusive, CSR Planning, Implementation & Marketing
Communications Agency.
· Over 20 years of Expertise in
the field of Business Creation & Management in Media, Brand Building &
Marketing Communications, Experiential Marketing, Sports and allied services,
Events, Entertainment, Corporate Social Responsibility and Celebrity / Talent marketing
& management.
· Consulted for / pitched and executed, over US$ 1.5 billion worth of Sponsorship / Marketing association, rights acquisition & sales deals and Project Management assignments across the Indian Sub-Continent, Asia, Middle East & Africa, Europe & North America.
· Created and launched, YouWeCan, Yuvraj Singh Foundation’s Fight Cancer movement amongst various other CSR initiatives.
· Received the ‘PRIDE OF THE INDUSTRY’ Award in 2010 & the “MIDDLE EAST BUSINESS ACHIEVEMENT AWARD” in 2008.
