Executive Summary Guidelines:

● https://slidescience.co/executive-summary/

Questions to be answered:

1. What are the strategies being adopted by top corporations to brand and convey
sustainability? - Aditi
2. Which corporates within & outside of Tata Steel are being perceived to be leading the
sustainability agenda & why? - Aditi
3. What lies at the core of how Tata Steel is perceived today? - NKS
4. What communications & engagements a steel corporate major like Tata Steel can own
and drive and make a mass movement of it amongst its stakeholders particularly
generation x, y & z? - Neha
5. How can channels be leveraged to innovatively convey the core messages and engage
with Tata Steels stakeholders? - Neha

Focus on getting numbers, key terms / frameworks, anything that is well structured in
terms of comprehensiveness and scope.

PPT Outline:

Video Outline:
What are the strategies being adopted by top corporations to brand and convey
sustainability?

Going beyond CSR:

Going beyond the required spend on CSR to actively come up with initiatives and incorporating
them to the core of company’s practices
● Asian Paints’ Project NEW (natural resource conservation, energy and emission
reduction, waste reduction)
● GCPL’s focus on making 100% of the packaging material recyclable, reusable,
recoverable or compostable by 2025
● Godrej’s ‘Greener India’ initiative has succeeded in reducing the specific GHG emissions
by 51% and more than half of their energy consumption is from renewable sources

Traditional approach: Conveying CSR through advertising

TV commercials, print advertising, video campaigns on social media

● Philips India’s ‘HarSaansMeinZindagi’ Ad campaign on childhood Pneumonia awareness

● P&G Ariel’s #ShareTheLoad Ad campaign to address gender inequality
● HUL's CSR campaign 'Start A Little Good' on water conservation

Communicating CSR through social media engagement

Offers two way communication and allows stakeholders to engage in dialogue with company’s
CSR activities, follower participation to enhance the impact and shape public discourse to be
more consumer-driven
● Amazon India’s Digital Campaign to combat COVID-19

Community initiatives and Partnerships with the Govt:

● GCPL has partnered with the Government of India to eliminate malaria by 2030.
● ITC’s e-Choupal program connects rural farmers through the internet for procuring
agriculture products, covering 40,000 villages and over four million farmers.

Upscaling CSR for Covid-19 relief:

● Wipro and Azim Premji Foundation, have together committed Rs. 1125 crore towards
tackling the unprecedented health and humanitarian crisis arising from Covid-19
● Infosys partnered With Narayana Health City To Open 100-Bed Quarantine Facility for
COVID-19 Patients
● Tata Sons contributed ₹ 1000 Crore for the covid-affected and provisions for healthcare
workers

Foundations and dedicated funds towards CSR practices: Infosys’ Aarohan foundation,
Tata Trust
Final - Q1.
-> Branding -> Going beyond CSR
● Shift from Defensive CSR to Transformative CSR, in line with UN
Sustainable Development Goals
● PPP Community Initiatives and Image-building
● Environmental, Social, Governance (ESG) spectrum-wide Sustainability

-> Communication -> Covering Multiple Touchpoints

● Shift from Information Transmission to Effective Engagement
● Go where the consumer is - Social Media, emphasis on Relevance,
Credibility and Social Responsiveness
● Dialogic Stakeholder Communication Model - Engage -> Build -> Implement
-> Institutionalize

Which corporates within & outside of Tata Steel are being perceived to be leading the
sustainability agenda & why?

Wipro, Infosys

Godrej Consumer Products Ltd:

● GCPL runs community waste management projects using circular economy principles.
● Successfully increased its renewable energy portfolio to 30%, achieved 37% reduction in
specific greenhouse gas emissions, diverted 99.5% waste from landfill and reduced
specific water consumption by 32%.
● Focusing on making 100% of the packaging material recyclable, reusable, recoverable
or compostable by 2025.

Sustainability Goals:
● Train one million people in skills that will enhance their income
● Achieve zero waste to landfill, achieve vivacious water, be carbon neutral, and increase
the use of renewable energy
● Generate a third of our portfolio revenues from ‘good’ or ‘green’ products

Godrej Group’s ‘Greener India’ initiative has succeeded in reducing the specific GHG emissions
by 51% and more than half of their energy consumption is from renewable sources.

Mahindra and Mahindra:

● “Rise for Good” initiative adopted eco-friendly technology and sustainable processes that
reduced wastage
● #CutTheCrap project under which 11 facilities have gone zero waste
● 16.4 million trees across India
● Initiated Project Nanhi Kali in 1996 which went on to become the biggest CSR
programme in India for educating the girl child
 ● Key player in transforming mobility through their manufacturing of electric vehicles (EVs)
and aligning with India’s vision of large-scale adoption of EVs in the commercial and
personal segment by 2030.

Tata Chemicals Ltd.: known as the “responsible company”

● Tata Chemicals spends INR 12 crores on CSR annually, and wildlife conservation
accounts for 30% of the budget of the TCSRD

Tata Group has been actively implementing Circular Economy principles through their “closing
the loop” initiatives for resource efficiency such as sustainable packaging, producing fertilizers
through waste and unlocking the value of their industrial by-products such as fly ash, road
construction.

HUL:
Works on USLP (Unilever Sustainable Living Plan) established in 2010
In 2020, its CSR spend was a massive Rs.142 crores. It was awarded the top corporate
leadership ranking in the 2019 Sustainability Leaders Survey, for the ninth year running (2011-
2019)

Sustainability goals:
● Helping more than a billion people take action for improving their health and well-being
● Reduce the environmental footprint in the making and using of products
● Enhancing the lives of a million people and growing the business

Havells India:
● First Indian Electrical Company to be part of Dow Jones Sustainability Index
● Eliminated use of radioactive components (eg: Kr-85) from entire range of products
● 4 zero discharge facilities, 2 renewable energy initiatives, 4 resource conservation
initiatives across all plants.

3. What lies at the core of how Tata Steel is perceived today?

Relevant to National & Local Contexts

Value creation
Best in class work environment

GET 6-7 more such keywords from TATA STEEL ka report / Website, and make it into a word
map. Wo jo hota hai na, dher saara words aise upar neeche aage peeche types.

Okay.

4.What communications & engagements a steel corporate major like Tata Steel can own and
drive and make a mass movement of it amongst its stakeholders particularly generation x, y &
z?

● Have efforts aligned with sustainability values, brand attributes, and business strategies
to dictate the sustainability story, from narrative to design to recall value.
● Stretch visual brand language, while keeping communication on-brand.
● A succinct, transparent and personal message behind the movement.

Generation Age Group Digital Status Communication & Engagement

X 41-56 Adopters Prefers Physical channels, price remains the

purchase trigger, intangible characteristics
remains secondary across products

Y 25-40 Natives + Adopters Buys online, heavily influenced by producer

values, activities & social media activity

Z 6-24 Future Most tech-savvy, attracted by new age

technologies such as Virtual Reality,
interactive social media engagements etc.

[TABLE DAALNA HAIII]

https://www.jsw.in/steel/digital-marketing-transforming-steel-industry
5. How can channels be leveraged to innovatively convey the core messages and engage with
Tata Steels stakeholders?

● Customers - Cross-branding of final goods (eg: Cars) made using TATA Steel’s
intermediate good (eg: Sustainable Steel), Media Relevance and Credibility
● Community - Collaborate with public bodies in PPP initiatives, Leverage CSR activities
as Public Relations Tool
● Employees - Internal Branding initiatives, emphasis on ideation and feedback in line with
sustainability goals
● Suppliers - Highlight green initiatives across the supply chain, nudge towards
sustainable sourcing policies
● Regulatory Bodies - Communicate sustainable manufacturing practices and certifications
to push brand-image amongst authorities
● Investors - Higher ESG scores can be leveraged to attract cheaper and greater amounts
of capital