1. Discuss the rationale behind “Content Day”.

Can sourcing ideas in this manner help companies

build brands?

Why content day?

 While HUL used both traditional and digital media for reaching the target audience the
objectives for both are quite different:
o Mass Media – To address social issues that reverberated with a wider audience
o Digital Media – More thought-provoking content
 HUL wanted to create content for digital platforms which required three essential things:
o Content to be talkable
o Original
o Relatable

Does this kind of sourcing help?

 Extends the pool of ideas to choose from

 Different and wide perspective
 Representations from different classes

Example – Legos LEGO Ideas enables site users to submit plans and a sample model that
demonstrates the concept of a potential new LEGO set.

2. Identify the social cause supported by Brooke Bond and the reasons thereof.
 To address the stigma attached to the third gender and bring about behavioural change
among the target audience
 Reasons for choosing this:
o It demonstrated its credo of making the world a more welcoming place
o It aligned with Unilever’s global #UNSTRETEOTYPE campaign
o Red Label is about bringing people together

Why was the idea considered too bold by insiders at Y films?

 Red Label was sold across India, from metro to tier 3 cities.
 It might alienate its more traditional users as this topic might be considered taboo.

3. How does the use of social causes in a brand’s communication affect consumer attitudes
towards the brand?