Leading with Compassion During a Global Crisis
The global pandemic fundamentally reshaped consumer expectations. Brand purpose could no longer be symbolic or promotional. CSR initiatives needed to deliver tangible value, empathy, and real-world impact to remain credible.
For Dabur, this shift presented both a challenge and an opportunity. Any CSR effort would only resonate if it addressed an immediate human need and demonstrated genuine commitment beyond marketing narratives.
This campaign marked Dabur’s decision to respond meaningfully, placing compassion, relevance, and community impact at the center of its communications during an unprecedented global crisis.
The objectives of the campaign focused on building long-term trust and stakeholder value through purposeful action:
To establish Dabur as a brand driven by empathy and social responsibility.
To strengthen brand reputation through meaningful, solution-led CSR.
To create a strong sense of community focus during a period of uncertainty.
To define and reinforce a clear, authentic brand voice grounded in compassion.
Standing out with a meaningful CSR initiative during a crowded Ramadan period.
Navigating safety and logistical restrictions on gatherings due to COVID-19 protocols.
Delivering real impact with no additional campaign budget.
Behavior: Heightened focus on personal and oral hygiene driven by pandemic-related health concerns.
Insight: Millennials showed a stronger affinity for brands that deliver authentic, impact-driven CSR.
Constraint: Traditional charity activities were restricted, requiring a scalable, contact-safe solution.
Our strategy centred on developing a purpose-driven CSR campaign, #KindnessKloset, focused on hygiene and personal care during a time of heightened social need.
Ensuring the initiative was embedded across all relevant media stories and news coverage.
Partnering with the right organisation to manage approvals, compliance, and on-ground execution.
Delivering measurable impact within a defined budget while aligning closely with the brand’s CSR objectives.
International Schools Partnership (ISP) supported the campaign by securing the required permissions and government approvals, and by providing locations by hosting the closest outside four of its schools.
A comprehensive, integrated communications plan was developed to drive awareness, maximize exposure, and ensure the campaign delivered meaningful impact within the community.
Press releases and weekly media alerts were carefully structured around key messages. Community voices, including schools, parents, and children, were incorporated to ensure authentic storytelling rather than promotional messaging.
One-on-one interviews and comment opportunities were secured for both the brand and the ISP across Tier 1 media and selected radio stations.
Barter-based collaborations with 15 influencers over one month helped expand reach, raise awareness, and clearly communicate the campaign’s purpose and community benefit.
The campaign was amplified across social platforms by encouraging sharing and tagging using the hashtag #KindnessKloset, extending visibility and engagement organically.
The campaign delivered meaningful impact by combining strong media reach across print, digital, and social platforms with tangible community support for those most in need.
The brand distributed over 25,000 products, directly benefiting more than 5,000 individuals through the initiative.
The campaign strengthened brand reputation by reinforcing trust and goodwill, deepening relationships with the local community during a critical time of need.
The campaign achieved an estimated reach of 862,201 through print media and 1,175,717 through social media platforms.
A total of 148 media clippings were generated, including one radio interview, extending visibility across multiple channels.
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