Exclusive | The VEER campaign embodies Thums-Up spirit: Mukherjee

Corporate Social Responsibility, jargoned as CSR is a passé. Multination companies have now moved on from merely funding ‘socially responsible’ activities and are now seen associating with non-profit organizations for larger causes. This can be attributed to the benefits like ROI and ROV that these companies drive from being associated with such causes. Walking on these lines, Thums-Up had recently launched the Thums-Up Being Human VEER, an awareness and fundraising campaign on “Unleashing the Inner Potential of Persons with Disabilities” (PwD), which was launched early this year in partnership with CNN-IBN and American India Foundation (AIF) and actor Salman Khan.

Adgully caught up with Debabrata Mukherjee, VP-Marketing & Commercial, Coca-Cola India to know the rationale behind a large scale fundraising activity like this, association with Salman Khan and more.

For record, Thums Up came together with Salman Khan’s Being Human Foundation and American India Foundation, in association with CNN-IBN, to launch CampaignVEER in December 2013.

Speaking about the VEER campaign and the basic rationale behind the initiative, Mukherjee said, “The campaign was started as an endeavour to create awareness on and address challenges such as inclusive education and employment, skill training and development for persons with disabilities, and advocating for disabled-friendly technology. Campaign VEER was started off with an aim to reach out to more than 1,000 Persons with Disabilities (PwDs) with skill training and employment opportunities and raise advocacy on issues revolving around inclusiveness, employability of PwDs and workplace accessibility. Success stories of 100 such people with physical disabilities, who have succeeded in their respective endeavours on the strength of their self-belief, despite environmental and attitudinal barriers, have been showcased through a 2-month long media campaign. The campaign will also be working towards sensitizing corporates on the issues facing Persons with Disabilities vis-à-vis employability, work place rights, attitudes etc.”

Mukherjee believes that the campaign VEER embodies the Thums Up spirit – “toofan to sab ke andar hai, bas dhakkan hatane ki der hai!” Speaking about how this fund raiser will add value to brand 'Thums Up' and simultaneously be in sync with the brand's philosophy of 'toofani' he said, “The core philosophy of the brand “Live Like Thunder” has always urged people to find the potential within and unleash it! Every person has an inner strength and potential, and with the right incentives and a “toofani” spirit, one can bring this potential out. Campaign Veer takes forward this philosophy by working towards “Unleashing the potential of Persons with Disabilities” . VEER takes the Thums Up philosophy and spirit one step forward by creating catalysts for change for the specially-abled in our country”.

As a brand, Thums Up has usually related to youth and male. Shedding light on their plans to bring the 'human philosophy' to their consumers, Mukherjee stated that, “Thums Up has urged consumers to break barriers and take a leap of faith. It’s about finding that fire inside and breaking all odds to achieve success. This is the human side which has always been part of the Thums Up brand essence. And now, we take it forward through Campaign VEER. VEER brings out stories of incredible success in the face of adversity and disability. These inspiring stories show us that no obstacle it too big. The efforts of the campaign are focussed on taking such success and drive to more people with disabilities; and providing them with the necessary skills, training and a conducive environment to break stereotypes and achieve their dreams”.

A known fact in the marketing domain now is that if glitterati and glamour is associated with an idea, the possibility of the idea being ‘sold-out’ is higher. Sharing his thoughts about the association with the Being Human Foundation and whether star power will add the needed gravitas to an idea like this, he said, “Salman Khan is the face of the campaign. His charisma brings an added dimension to the campaign – by taking the cause to more people across the nation. Being Human has been working for long with marginalized sections of society and they bring this essential expertise to VEER. This will create widespread awareness and incite dialogue in a way that nothing else could. We are looking forward to taking Campaign VEER to high echelons of success with our mutual association”.

Mukherjee mentioned that though the umbrella brand of Coca-Cola is huge, at the moment, the focus remains on the Veer Campaign. Speaking on any plans to bring more sucj initiaties he said, “Through the funds generated by the campaign, AIF will train 1000 specially abled people under this initiative. And there is still a tremendous potential to do more. The stories of some remarkable people who have gone on to achieve success despite physically disabilities show how much can be achieved with grit and determination.. Veer aims to create the necessary catalysts to help more people overcome their disabilities and achieve success in life. This campaign aims to bringing a Toofani change in the society by unleasing their inner potential… bus dhakkan kholne ki deri hai”.

As told to us, apart from its association with CNN-IBN, the campaign Veer will be promoted across multiple platforms. “We are looking at amplifying digital presence for the camping across both Thums Up and Being Human's digital assets. Stakeholder Visits will be facilitated to the training centers to increase engagement and awareness. The campaign is also actively working with other corporates to recruit the Veers of the campaign on an ongoing basis”, he concluded.

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