This article is part of a Spotlight series on how brands in India can take a stand and communicate effectively. Read more
Until a decade ago, the Indian marketing world was deeply divided on the subject of brands taking up social issues. One camp wanted to applaud and emulate. The other was inclined to look at it as a fad, something that would take the brand manager to personal glory but do nothing for the brand or society.
The common refrain was that Indian consumers didn’t really care. It is a divide that has not completely gone away,...