Dabur CSR


Responding to a Global Pandemic through a Compassion-Driven CSR Initiative


The Case

Amidst a global pandemic where the equations between consumer behavior, marketing, and lifestyle preferences had changed phenomenally; a brand's CSR initiative wasn’t going to be noticed unless it made a meaningful difference.

This is what Dabur set out to do.



The following objectives aided Dabur in building goodwill, attracting loyal customers and increasing stakeholder value:

To create brand exclusivity

To build brand reputation

To create community focus

To establish brand voice


  • No budget for additional spending due to pandemic implications

  • Logistical challenges involving safety protocols regarding large gatherings

  • Creating a unique CSR campaign that would stand out from other ongoing campaigns during Ramadan


Behavior: The need for personal and oral hygiene was identified bearing in mind its rising concerns in the wake of a global pandemic

Analysis: A majority of millennials related to brands that were committed to CSR in a meaningful way for real impact

Logistics: Due to COVID-19, the traditional forms of charity like volunteering to serve food at orphanages or shelters were discouraged. The initiative had to be devised to reach as many as possible while respecting protocols set in place



Our strategy was to create a CSR campaign '#KindnessKloset' revolving around hygiene and personal care

  • Ensuring the brand’s initiative was covered in all relevant stories and news features

  • Collaborating with an appropriate organization or institute that would help with obtaining permissions and tackle legal formalities

  • Ensuring effectiveness of the campaign within a specific budget by aligning the campaign with the brand's objective



Collaboration with a relevant organization

  • International Schools Partnerships (ISP) supported the campaign by acquiring the necessary permissions and government approvals and provide location support by placing the closets outside 4 of their schools.

Integrated Communications Plan

  • We crafted a comprehensive communication plan that adopted an integrated approach to fuel the campaign and ensure the brand gets maximum exposure while making a relevant and strong impact on the community.

Press Release & Media Alerts

  • Press releases and weekly media alerts were carefully crafted to include the relevant key messages. To ensure that the content did not come across as being promotional we incorporated quotes from the community involved in the initiatives (schools, parents, and children) which gave the feel of storytelling more than hard-selling press releases.

Interviews and comment opportunities

  • We secured one on one interviews and comment opportunities for both the brand as well as ISP with tier 1 media as well as radio stations.

Influencer Collaboration

  • Effective use of barter collaborations with 15 influencers in 1 month helped garner more attention for the campaign and make it known to a wider audience. These collaborations met campaign goals like spreading the word about its objective and how people can benefit.

Social Media

  • We further amplified the message of the campaign by encouraging sharing and tagging of the hashtag #KindnessKloset on all social channels.



The campaign was a success not only for its widespread reach through various media platforms in print, digital and social media but also for reaching the right people in need

Campaign reach

The brand stocked up 25,000 products which benefitted more than 5,000 people benefitted from the campaign with

Brand reputation

Most importantly, the campaign strengthened the brand reputation by cultivating and reinforcing relationships with the local community by giving back generously during a time of need

Media reach

Estimated reach through print media placements was 862,201 and 1,175,717 through social media

Media clippings

Generated 148 media clippings including 1 radio interview

Related Case Studies

Case Studies
#MealsforGrace by St. Mary’s Catholic Church

Church reaches out to 6,000 underpriviledged workers during the COVID-19 Pandemic

Century Financial

Creating awareness for a regional pioneer

Himalaya - Influencer Marketing

How a unique experiential event helped increase market sales growth by 41%