Pitching It Perfectly

When the government paves the way for brand engagement

We are all quite aware that the governments of the country, current and previous have always focused on the social development in the country. In a country that has too much population, with literacy, electricity, and sanitation yet to permeate many corners, this has not always been an easy job.

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The idea of the cause commercial is to make sure that people take some sort of action without directly asking them to do so.

On paying close attention to the recent trends, it can be seen that the government itself has created a category for brands. The category has been so made that the brands can pave a way for themselves into people’s consciousness while retaining their and the audience’s conscience.

We list out a few advertisements that have captured the audience’s attention through a social cause while at the same time promoting their product.

Swacch Bharat and Hindustan Unilever Limited

The state of sanitation in India is well known. As of 2011, about 31% of the rural households do not have access to toilet facilities. Moreover, lack of proper sanitary education means that people do not follow proper hygienic habits and thus fall sick often. One of these habits includes not washing hands with soap after attending to one’s business.

As part of the Swacch Bharat Abhiyan of the government, Hindustan Unilever released its catchy Haath, Munh aur Bum, Bimari Hogi Kam. Featuring children, the campaign was focused on encouraging adults and everyone else around them to start using soaps. Only then will they be able to maintain a proper health. The Swachh Abhiyan, Swachh Aadat generated a lot of interest amongst the audience while at the same time promoting its own hand wash.

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