While the idea of corporate social responsibility for many may translate into planting a few trees, a few brands are genuinely out to walk the talk and do a bit more in the pursuit. Meaningful it may be, but what’s disappointing about CSR is that on several occasions it remains restricted to an overflow of information against genuine engagements with the participants.With most companies still following the monotonous old concepts and themes for CSR, it’s only a few brands that have truly managed to create interesting ideas around it. Here are6 unique CSR campaigns that struck the right cord of innovation and engagement. 1-Lee National Denim Day (Lee Jeans) The idea of Lee National Denim Day began in 1996 when Lee Jeans invited companies all around the world to have their employees participate in a fundraiser where they could wear jeans to work one day and donate $5 apiece to a breast cancer fund. In the first year of the campaign itself, nearly 3,000 companies participated and the campaign subsequently spread from the workplace to the streets: Anyone can now take part in Denim Day, which is usually held the first Friday of October. Since its inception, the day has raised nearly $80 million for the battle against breast cancer. 2- Fledgling Wine (Twitter and Room to Read) Twitter recently launched its own wine label to promote literacy because, as its founders Biz Stone and Evan Williams fervently believe that, “If you can’t read, you can’t tweet.” The social media website is collaborating with Crushpad, a San Francisco-based winery, and the nonprofit organization Room to Read in what they call the Fledgling Initiative. Customers can pre-order $20 bottles of pinot noir or Chardonnay and follow the wine making process via Twitter. The campaign has already generated a lot of buzz on several platforms of the social media and wine is scheduled to be bottled in August, and $5 for every bottle sold will be donated to Room to Read for literacy initiatives in India. 3- ‘Give Them Wings’ (Expedia Facebook Campaign) Expedia, one of the world’s key online travel company had made a resolution to fly 100 street and working kids from the Butterflies NGO on a fun-filled 3 days holiday to Mumbai. The project, aptly called ‘Give them wings’ ran on Facebook where for every ‘like’ and every ‘share’, Expedia contributed Rs. 10 to their travel fund. Also out of every booking made between Dec 25, 2011 and Jan 25, 2012, Expedia contributed Rs.100 to the travel fund. This campaign was a unique idea that integrated the element of social media to increase following of the brands as well as bring a sense of pride amongst fans for being a part of unique CSR activity. 4-Campaign for Real Beauty (Dove) Launched around the year 2004, the Dove “Campaign for Real Beauty” aimed to broaden the popular definition of beauty. The campaign focused on real women of all shapes and sizes, instead of professional models, for its advertising. It previously released a viral video depicting the lengthy and unrealistic transformations a model’s photo undergoes before it ends up on a billboard and offered an interactive website where young girls can get “self-esteem certificates.” The campaign was a major success and many NGOs for women also came on board with the brand to extend their support. 5- Surf Excel India’s ‘Back To School’ Campaign On Facebook This initiative by Surf Excel was in partnership with GuideStar India, a platform that connects you with NGOs in India. More than 160 NGOs from across India were a part of this campaign that worked on the idea that parents can donate old notebooks, textbooks and stationeries to support the education of kids who cannot afford it. The campaign made use of an app through which you can locate the nearest NGO and get in touch with them. In addition, Surf Excel donated 50p for every ‘like’ on its Facebook page during the entire campaign 6-The Bloodline Club, A Tata Docomo Initiative Needing blood urgently is a very common phenomenon in India and despite having a large number of donors around us, sometimes we do not connect at the right time and a life is lost. The Bloodline club, an initiative by Tata Docomo was a website that noted your mobile number and blood group and one can request as well as donate blood quickly through this existing network that also uses Facebook and Twitter in an innovative and fun manner. The campaign having nearly 8 million fans made the Tata Docomo Facebook community one of the largest online communities in India.
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The National Centre for Autism in the capital, organized an Autism Awareness Jamboree (AAJ) on 2 April 2015 to step up awareness of the mental disorder that already impacts 15 million in India. One of the attractions of AAJ was an Art Carnival at the India Habitat Centre attended by over 150 children from various schools across Delhi. Autism is a brain disorder that causes a lifelong development disability, primarily affecting the communication and social abilities of people. Due to sensory defensiveness, people with autism perceive the world differently and therefore communicate and react differently. It is recognized as the most common developmental disability, and studies in Asia, Europe, and North America place current prevalence levels at around 1 in 68. It is estimated that India has a population of 15 million individuals with autism. Five times as many boys have autism as girls. The autism community across India will be celebrating Autism Awareness Month throughout April. As part of this, Action For Autism, the non-profit organization, which runs the National Centre has planned a series of activities apart from the jamboree, including an art exhibition at IHC, Delhi on the 9th and a Flashmob performance at Select City Walk on the 19th. AFA, along with supporting NGOs, will also be joining the global autism community in the campaign called Light It Up Blue, in which iconic landmarks around will turn their lights blue to create awareness. This year, the Pyramids in Egypt, Niagara Falls in Canada, Trafalgar Square in London and the iconic Pearl Tower in Shanghai will be among the 60 landmarks to light up in blue. In India, cities and towns such as Dehradun, Chennai and Hyderabad will light up some of their prominent buildings, like the clock tower in Dehradun. In Delhi, the Hyatt Regency hotel and Select City Walk mall too will turn blue in support of the cause.
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National award winning filmmaker Sai Paranjpye and actor and United Nations Equality champion Celina Jaitly on Wednesday May 27, 2015, flagged off the 6th edition of KASHISH Mumbai International Queer Film Festival –India’s only mainstream LGBT film festival. The festival’s theme this year is “Reaching Out, Touching hearts”, and was held at three venues in South Mumbai – the iconic art deco Liberty Cinema and Alliance Francaise de Bombay at New Marine Lines and Max Mueller Bhavan at Kala Ghoda. The festival, held between May 27-31, 2015, screened 180 films from 44 countries. What KASHISH stands for is something close to my heart. And that is – Freedom to Express,’’ said Sai Paranjpye, who lit the ceremonial lamp to declare the film festival open. “At a time when freedom of speech and expression is largely stifled, it is important that a festival like KASHISH stands up and makes a point of being out, open and driving home a message of equality and dignity, for everyone. It doesn’t matter what one’s sexuality is, what one’s religion, caste, ethnicity, age is, it is important that all of us have the right to being free citizens of this country and have the same rights as everyone, not just in India but in every country. We may all not be born equal, but everyone has a right to be treated equally,’’ added the filmmaker. Celina Jaitly said that she had been associated with ‘Kashish’ since its debut in 2010 as its festival ambassador. “It is amazing how KASHISH has grown over the last six years firmly establishing itself as festival that champions the cause of equal rights,’’ said Celina Jaitly, who released the festival catalogue. “It is indeed a proud moment that we are able to bring together yet another edition of KASHISH, sixth year in succession,’’ said Sridhar Rangayan, Festival Director. “Every year hundreds of people all over the world come together to make this festival happen – filmmakers, producers, distributors, sponsors, organizations, numerous individuals – everyone who believe that KASHISH is a powerful vehicle for upholding equality and dignity. It is indeed incredible that KASHISH has become this huge force that coalesces so many people into one iconic event,’’ added Rangayan. KASHISH 2015 is organized by Solaris Pictures, and co organized by The Humsafar Trust (HST).“KASHISH has over the last six years managed to become the face of the LGBT community of Mumbai, along with the pride march,’’ said Ashok Row Kavi, chairman and founder of HST. “It is one of the first events organized by the community that has managed to mainstream the issues of LGBT persons.’’ An eminent jury panel comprising filmmakers Anubhav Sinha and Chitra Palekar, national award winning filmmaker Aamir Bashir, columnist Malavika Sangghvi and popular television actor Meghna Malik judged the winners in the seven film competition categories. Acclaimed filmmaker Anupam Kher’s Actor Prepares has sponsored cash prizes for the three top competition categories at KASHISH – Rs 30,000 for the Best Narrative Feature Film, Rs 20,000 for the Best Indian Narrative Short film and Rs 20,000 for the Best Performance in a Lead Role. Wadia Movietone has instituted a cash award of Rs 15,000 for the Riyad Wadia Award for the Best Emerging Indian Filmmaker. Pond 5 will sponsor a cash prize of Rs 20,000 for the Best Documentary Feature. The other categories are Best Documentary Short and Best International Narrative Short film. The festival is supported by MAC, IBM, Project Diva and Pehchan. A portion of the funds required for organizing the festival was crowdfunded.
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Mumbai Airport’s personalized Airport services “Pranaam” introduced by GVK CSIA at the Domestic & International terminals, received an international acclaim from the globally renowned Business Initiative Directions (BID) Group One. BID honoured Pranaam Services with the Century International Quality Era award as a recognition to the services’ combined high delivery on customer-focused parameters such as quality, leadership, technology, management, customer satisfaction, brand name and business results. The Pranaam GVK Guest Services aim to redefine the Airport Experience in India and take it on par with the global best with a bouquet of services on offer spanning Departures, Arrivals, Transition and Lounge services for both Domestic & International passengers. The services cater to individual passengers, families, assistance to corporate clients, warmth & care to families, special attention to elderly guests, personalized care for women traveling with kids and secured transit assistance. Broadly the services offered are Pranaam Platinum, Pranaam Gold, Pranaam Transit and Pranaam Lounge (at T2). The services have been aligned with essence of India’s culture depicting warmth and care. While the Domestic Service offerings at CSIA T1 facilitate dedicated assistance by Pranaam Officer, porter service for baggage assistance, assistance with airline/airport processes and lounge access. The International Service offerings from ‘Pranaam GVK Guest Services’ includes dedicated assistance by Pranaam Officer from curbside to the boarding or aerobridge gate, porter service for baggage assistance, assistance with airline / airport processes, facilitating help with Security and Immigration processes, access to Pranaam Lounge at International Departures and exclusive Buggy services. Expressing his delight at receiving the latest international accolade, Mr. Rajeev Jain, CEO, MIAL said, “The Service Excellence Award conferred by the BID Group One serves as a testimony to our belief of transforming Air Travel experience beyond the conventional passenger expectations. GVK CSIA is committed to its vision in providing highest standard of services and to ensure a unique and memorable experience to passengers at airport.” Ms. Rekha Nair, GM Airport Services, CSIA said, “We are proud to receive the service excellence award conferred by the BID Group One. The personalized first-of-its kind services offered under Pranaam promise to provide a new flavour to the Airport experience. We strongly believe that our efforts will ultimately help push further the present industry benchmarks for Airport Experience and provide passengers travelling to & from Mumbai Airport, a truly world-class experience.”
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Welcome the monsoon with an umbrella full of world-class experiences through a unique seasonal camp initiated by Mount Litera School International (MLSI), Bandra and Findurclass.com. This camp has been conceptualized keeping in mind the necessities and interests of children representing the age groups of 4-7 years & 8-12 years. Monsoon camp will engage young ones through interactive sessions and workshops on aero modelling, forensic research, computer programming, gardening, photography, soccer, culinary education, music, paper craft, and storytelling, fitness and dance comprising of jazz, among others. Aforementioned activities have modules which are easy and hassle free, leading to a well-rounded personality fostering both success and happiness for the child. The main objective of this camp by Mount Litera schools is said to be helping kids acquire a perfect balance between skills and academics while creating diverse experiences for their overall development in the process. Another interesting part of the camp is that students from all walks of life and different backgrounds and can be a part of this camp for free. Dates: 29th June, 2015 – 31st July, 2015 Age group: 4-7 years & 8-12 years Duration: 3 hours per day for 4 weeks Contact: 9930910000 or log onto http://www.findurclass.com/monsoon-activity-popup
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SABMiller India has joined hands with Rapid Metro Gurgaon Limited (RMGL) to promote responsible drinking and road safety. Rapid Metro commuters will be greeted by Respect the Road – Don’t Drink and Drive Mascot ‘Traffic Tau’ with innovative messages on responsible drinking and overall road safety. Respect the Road programme was launched in 2011 and is supported by the Gurgaon Police. The creative programme messages will be promoted both at the platforms and inside the trains to encourage people to follow road safety rules and spread awareness to all. Speaking about the alliance, Ms. Meenakshi Sharma, Vice President- Sustainability and Communications at SABMiller India said, “Promoting responsible alcohol behaviour is one of our key sustainable development imperatives. We are happy to associate with Rapid Metro Gurgaon to help us promote responsible drinking and road safety. The initiative should help us reach commuters in Delhi and Gurgaon who use rapid metro every day.” Mr. Sanjiv Rai, RMGL Managing Director & CEO said, “Rapid Metro Gurgaon has been catering to its commuters providing safety and convenience. With the same thought we have partnered with SABMiller India’s ‘Respect the Road’ programme to promote responsible drinking and road safety. Through this initiative, we aim to reach out to more commuters and spread awareness about the programme.” Other partners of the programme include Home Safe India – call a chauffeur partner, Radio Partners – Radio City 91.1 FM and TAXI partners Mega cabs. The programme is also being promoted on digital with innovative posts on Road Safety and urging people to look for alternatives to drinking and driving.
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Keeping the tradition of celebrating World Environment Day – 5th June, Kokuyo Camlin Ltd–stationery and art material manufacturer in India organized ‘Camlin Green India Challenge – 2015’, an initiative of planting trees to conserve the environment. As a responsible corporate entity, Kokuyo Camlin and 130 Eco Task Force, who have been assigned by Government of India to fight deforestation in the hills of Uttarakhand,with the help of 6000 school children, planted one lakh saplings in Pithoragarh. To also commemorate the day, Kokuyo Camlin top management threw open the tree plantation competition amongst employees of the six Kokuyo Camlin factories located at Tarapur, Taloja, Samba, Vasai, Sangli& Goa. The factory with the maximum number of trees planted per employee was adjudged the winner and won a trophy and appreciation certificate. On successful culmination of the initiative, an elated Saumitra Prasad, Chief Marketing Officer, Kokuyo Camlin Ltd, said, “Kokuyo Camlin not only aims to make learning fun for school children but make significant contribution to the society. With this endeavor we have been promoting the use of Mechanical Pencils which not give provide great writing experience but also save trees. On the world environment we have been promoting this plantation drive both offline and online. At Pithoragarh, Uttarakhand we joined hands with the Eco Task Force to plant more than one lac trees in a single day with the help of 6000 school children. There were similar plantation drives across the manufacturing units of Kokuyo Camlin. We are also running a promotion through social media to make people contribute by planting virtual trees. Hope these initiatives will make the society including children more responsible towards environment.” The company microsite www.kokuyocamlin.com/camlin-environment-day also registered good participation with children planting virtual trees for which real trees in equal numbers were planted. Kokuyo Camlin through it mechanical pencils product range is in the forefront of dissuading the use of wooden pencils which clocks usage of a staggering 15 billion pencils. Nationally, Parle Agro and Parle Industries provided refreshments to all those involved in the initiative.
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Toyota Kirloskar Motor (TKM) reaffirmed its commitment towards a greener environment on the occasion of World Environment Day by announcing a Clean-up and Awareness Drive at Bidadi Town. The company has initiated various such programs in the month of June 2015 dedicated towards environment care and awareness drive. Today, over 500 Toyota employees joined forces to clean-up Bidadi town. This was followed by distribution of reusable bags and pamphlets across every household in Bidadi Town, aimed at increasing awareness. Present at the occasion were Mr.Asif Khan, Environmental Officer, Karnataka State Pollution Control Board, Ramanagara and Mrs. Sarojamma , President ,Bidadi Gram Panchayat,Mr. Ramakrishna , Panchayat Development Officer, Bidadi Gram Panchayat and Toyota official Mr. Naveen Soni, Vice President. Shekar Viswanathan, Vice Chairman and Whole – time Director, Toyota Kirloskar Motorsaid “We at Toyota Kirloskar Motor believe in conserving and propagating judicious use of natural resources in all ways possible. With this endeavor we take pride in spreading this message and also wish to inculcate a sense of responsibility among young mindsand the society at large for a greener tomorrow.” The Clean-up and Awareness Drive by Toyota received support from all corners. Over 200 saplings were planted inside Guru Bhavana, Ramanagara by 300 students with the support of education department. The value and significance of environment was further echoed to the student’s community with the distribution of handouts and posters highlighting the importance of World Environment Day in 435 schools across Ramanagara.
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