How Marketing Has Changed the World, Marketing and Advertising News, ET BrandEquity

We often hear about brands cleaning up coastlines and empowering the poor. But how often have you heard about brands becoming meaningful to refugees in crisis situations like war? Have you read about blood fertilizers being made in India? Or in the supermarket? A brand that tackles the huge problem of food and vegetable waste with minimal solutions. The brand also uses the power of ultrasound to remove water pollution caused by textile dyes. Yes, you “heard” it. Harsh Kapadia, his CCO at MRM New York and Princeton, and chair of the D&AD Impact Jury, talks to ETBrandEquity about the Jury Round and the marketing ideas that have made a huge impact on the world around us. Ta.

“We've seen ideas that clean our skies and rivers, give governments agility, reshape social beliefs at home, and advance gender equality in sports,” Kapadia said. .

Here are some examples of brands that are making a big difference in the world around us.

Life-Extending Stickers – Makro Supermarkets

According to the Food and Agriculture Organization of the United Nations (FAO), 6.1 million tons of food are wasted every year in Colombia, 40 percent of which is fruit and vegetables. As an answer to this problem, Macro Supermarket has set itself the goal of not only helping in-store, but also educating consumers about food waste prevention.

The brand used “fruit stickers,” a medium that has been around for decades, with the real aim being to suggest recipes based on the ripeness and colour of the fruit, thus extending its life cycle, especially at its ripest stage, when people would avoid consuming the fruit for cosmetic reasons.

Read the case study here:

https://www.dandad.org/awards/professional/2024/238711/life-extending-stickers/

PepsiCo India -Lays Biochar

It's a year-end issue peculiar to North India. Farmers in Punjab practice multiple cropping and need to clear fields of stubble within a few days before planting the next crop. The quickest and most effective way is by burning. This results in over 27 million tonnes of stubble being burned annually. This releases over 6.8 million tonnes of greenhouse gases. The entire North India is enveloped in pollution.

This idea did not stop incineration, as it has become a routine practice for farmers, but it promoted the concept of doing it the right way. This led to the biochar project, which reduced carbon emissions by 50 percent and became a great example of sustainability permeating existing actions.

View the case study here.

https://www.dandad.org/awards/professional/2024/238755/lays-biochar/

Unipad – Blood Fertilizer

In Gujarat, menstrual blood is considered one of the most impure foods. They believe that one drop of menstrual blood can ruin the entire crop.

Unipads, a brand of reusable sanitary napkins, tested menstrual blood and found that it contains nutrients that are beneficial for crop growth, so the brand called on women to throw their used, stained napkins into “Ukedas” to create blood fertilizer.

The blood that was believed to destroy crops now helps them grow.

View the case study here.

https://www.dandad.org/awards/professional/2024/238745/blood-fertilizer/

Mastercard – How data helped Ukrainian refugees find a new home in Poland

Many refugees headed for Poland's major cities, believing it was the easiest place to find resources and opportunities. However, these cities soon became crowded with new immigrants and lacked living space and job opportunities.

Combining Mastercard's anonymized spending habits data with Polish government statistics and presenting users with estimated living costs, potential job opportunities and in-app housing offers through real estate publisher Grupo Morizon Gradka, the website and app were born to help Ukrainian refugees find their ideal place to live. Mastercard was able to get the platform up and running in just five weeks at the peak of the crisis.

Check out the case study here.

https://www.dandad.org/awards/professional/2024/238731/where-to-settle/

Aizome Ultra – Creating textiles with lasting health benefits

Not only does the brand use ultrasonic technology to bond natural plant-based pigments to the fibers, but the industrial waste from the process is also certified for use in skin care products, believe it or not.

Check out the case study here.

https://www.dandad.org/awards/professional/2024/238709/aizome-ultra-an-innovative-method-to-create-textiles-with-lasting-health-benefits/

“Impact is a strategic alignment that creates interdependencies between brand and culture, brand and society and brand and planet, benefiting both the world, the company and the legacy we want to leave for future generations,” Kapadia said, adding that companies should take a long-term view of impact projects.

Ariel Share the Load – Procter & Gamble Japan

This year, D&AD introduced the Lasting Impact category to recognize the importance of long-term strategy. A good idea can produce immediate results, but it takes consistent effort and dedication to make a real impact.

One of the Indian advertisements that caught the attention of the judges was Procter & Gamble India's 'Share The Load' campaign.

Check out the case study here.

https://www.dandad.org/awards/professional/2024/238794/see-the-signs-of-silent-separation/

“We felt a great responsibility to identify the best works, the human potential that creates hope for a stronger world,” Kapadia said.