CSR and the TATAs

A hot cup of tomato soup just 30min before lunch is good. Yay! I’m feeling rejuvenated. We have a vending machine here that serves tea, coffee, hot water, milk and tomato soup. I’m thankful from the bottom of my heart to the person who invented this machine. And also to my employer who felt this could help drowsy employees. A part of their corporate social responsibility may be? He he… 🙂

RHS_jaagoreTalking of CSR, I think Tatas are doing a great job here. First it was Jaagore by Tata Tea and now it is Jagmag Desh Mera by Voltas, Tata company. Jaagore especially was an excellent initiative. It has helped many Indians to be aware of the the elections, the intricacies behind the entire procedure and most importantly, to register yourself to vote. I was one of the millions who registered through them. I liked they was they used Tata Tea to promote the fact that if “You are not voting, you are sleeping.” Nice idea! ‘Jagmag desh mera’ campaign now is trying to trying to promote the fact that if we save some of our electric consumption, we actually can help lighting many more villages still under darkness. Though not as good as Jaagore, the initiative is gathering steam.

Now, in her interview to Outlook Business some time back, Sangeeta Talwar, the ED of Tata Tea has accepted the fact that initiative was well conceived to promote Tata Tea as a brand rather than to initiate the campaign for getting voters registered. They wanted to defy the advertising boundaries and this came up as a breakthrough initiative. Tata Tea as a name went to the households, may be not because of the aroma, but because of the way it was associated with voters. Brilliant concept, I must say, but not in a good spirit. Voltas is following their footsteps by telling people that if we buy a Voltas AC, it will save more electricity and help in lighting the villages. So what about people who do not use an air conditioner? May be they are urging that if you buy, please buy Voltas. Hmmm…

The social responsibility goes for a toss if a corporate attaches a promotional strategy to it. What do you think?