Wednesday, June 15, 2011

Surf Excel - Tools for School (Corporate Social Responsibility)

Kids are a big consumer segment and marketers are known for targeting them from a very early age. There is even a counter movement against this as this is considered as crossing the ethical lines. The documentary ‘Consuming Kids’ presents the case on this topic in great detail. However, in my opinion it is the way someone uses a medium that determines the ethical aspect of it.

With time the consumer is gaining more awareness and is demanding sustainable solutions for their needs. The rise in the corporate social responsibility units of most of the companies shows how the system can be used for a positive purpose.

One such example is the recent campaign of the Surf Excel, Tools for School. It is promoting the rebuilding of the schools in the flood areas. The TVCs are well executed and most of all, the concept is a really good one. There is a point of view that will state that no company is out there on a philanthropic mission. True that, after all the base line behind every business is to make sure that the ROIs are progressing as intended. But should that be the point of focus as long as the deserving get their due share and contribution towards a sustainable system is being made?

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