There is no denying that cause-related marketing and activism are shifts that brands in Pakistan may no longer be able to afford to ignore, but is it expensive to be an ‘activist brand’? The answer was an emphatic “no”. However, what is crucial is that brands have to be extremely careful about how they incorporate activism in their communication, products and services and they must understand that activism is an investment that yields returns in the long-term.
In Ashraf’s view, brands have to decide whether their objective is trading or brand-building. In trading, the idea is to meet sales targets; brand-building is about developing a persona, associations and relationships. “For brand activism to be financially sustainable, it is vital that the cause you have associated your brand with is closely tied in with your commercial agenda. If more young women want to be well turned-out and confident, they will get more out of life while the chances are that Veet sales will also increase. If more people become hygiene-conscious, they will be healthier and sales of Dettol soap will also grow.”
Shaikh concurs with this viewpoint. In his opinion, for brand activism to succeed, the product or service must be the driving force. “Surf Excel’s view is to let children play, make mistakes and learn from them, while Surf Excel is there to wash away the stains, relieving mothers of their worry. When a brand successfully seeds a thought in the customer’s mind and lives up to the promise made, only then will it translate into long-term business value in the form of a loyal and engaged customer base.”
"Consumers today are perfectly able to differentiate between brands that slap on the label of ‘doing good’ during Ramzan and those which advocate this message consistently throughout the year, every year."
This brings us to a criticism often directed at brands whenever cause-related campaigns or initiatives are announced: “This is just a marketing gimmick and a ploy by big corporations to exploit people’s emotions and maximise their profits.”
Shaikh’s answer makes for the perfect response to this.
“Brands are commercial entities and should not be equated with non-profit welfare organisations. Statements such as ‘brands are maximising sales’ and ‘they must be making a lot of money’ do not hold water because that is our job. Having said that, it is more important for a responsible corporate entity to do good for society along with its commercial activity”
He adds that consumers today are perfectly able to differentiate between brands that slap on the label of ‘doing good’ during Ramzan and those which advocate this message consistently throughout the year, every year. “Authenticity, credibility and consumer trust can only be achieved through consistency,” Shaikh adds.
This is perhaps why EFU Life Assurance recently decided to turn their ‘Meri Shan Mera Pakistan’ (My pride, My Pakistan) campaign into a year-round activity, rather than tying it to the August 14 Independence Day celebrations.
According to Aman Hussain, AGM Marketing, EFU Life Assurance, “our vision is to beautify and reclaim the walls of major public areas of the city and replace the wall chalkings in Karachi with visuals depicting the history, culture and heritage of Pakistan.”
The project started when EFU Life was approached by Abdoz Arts, a student organisation, which presented the idea of painting the walls across the city. ‘Meri Shan Mera Pakistan’ started last year by painting a 2000-foot wall at Ayesha Manzil, based on the theme of ‘Ek parcham kay saye tale hum aik hain’ (we stand united under one flag). The objectives, adds Hussain, were to celebrate Pakistan’s regional diversity in terms of culture, food, attire and festivals, and yet convey the message that Pakistanis are united as one nation. EFU Life now plans to take ‘Meri Shan Mera Pakistan’ to other Pakistani cities in the forthcoming months.
In conclusion, an increasing number of consumers (a significant proportion of which are Millennials) are selecting brands that stand for values and causes that are important to them.
Irrespective of whether we think of brand activism as yet another marketing tool, or as a genuine effort by companies to bring about positive change, statistics indicate that an increasing number of consumers expect a commitment to social purpose. Moving forward, marketers in Pakistan have to start thinking strategically about how they want to build their brand’s voice in a way that evokes authenticity and brings a genuine consideration for the issues that resonate with their audiences. To succeed however, brands must, first of all, understand that sincerity and consistency must underlie any effort they make towards harnessing the power of brand activism.
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