Muskan Singla SIBM, Bengaluru
Vanshika Gupta Jaypee Institute of Information Technology, Noida
I
In this very simple ad by Coca Cola, two white hands are seen meeƟng in the middle of the red background forming an image of a small boƩle. Even with no logo on the ad, it can be clearly made out that the ad belongs to Coca Cola as the imagery has the same brand colours and the hands seem to make Coca Cola’s famous white stripe on the red background. It even implies the message- Share a coke which Coca Cola has been heavily markeƟng.
Here is a glimpse of how companies are branding themselves with pioneer nutriƟonal community iniƟaƟves and how India Inc. can ramp up wrt Government policies! As the Government of India launches Poshan Abhiyaan this September aiming to improve nutriƟonal outcomes for children, pregnant women and lactating mothers, India Inc. can align their CSR mission in this direcƟon. Where CSR funding fled to an easy route of PM Cares, some socially responsible companies not only made direct effort for COVID relief but also kept up its old focus area projects intact and got them adapted for the post covid world. Pandemic created rampant job losses which has created heavy dependence on Pradhan Mantri Garib Kalyan Ann Yojana for free raƟon. While the awareness sessions on government programmes are in place in most of the company’s CSR iniƟaƟves, steps can be taken in the direcƟon of creaƟng a self-sufficient community. As the world’s leading NutriƟon, Health and Wellness Company, Nestle turns out to be a pioneer in realising the importance of micronutrients in diets. By creaƟng agri-nutri family kitchen gardens as a part of project Vriddhi, Nestle aims at fulfilling holisƟc nutriƟon demands in a cost effecƟve manner. The iniƟaƟve is in consonance with the Government promoƟng farming of perennial vegetables and agroforestry.
Farmers unarguably form the strongest link in the nutriƟon supplies. Considering the fact, ITC Limited has focussed its CSR missions on agrarian grounds with the moƩo “Sab Saath Badhein”. NITI Aayog and ITC partnered to train 15 lakh farmers in 27 AspiraƟonal districts, along with the Agricultural Department since 2018. Their e-Choupal facility to enhance market linkages for nutriƟous farm products is really an inspiraƟon for other companies to work on.
MARQUE - THE MARKETING CLUB marketingclub@iimrohtak.ac.in