in vacant or in pensive mood

CSR is very big word in many companies. It's not enough that it is mandated by the government but things that are done in the name of CSR are pretty lame most often. CSR activities are also used as a branding technique - a loud whisper to tell consumers that you care. And when the CSR is done backing a govt initiative - one really wonders its authenticity. What is good CSR one may ask. Let me start by saying clearly what its not. It's not ephemeral. Just talking about women empowerment in an ad and donating a percentage of sales as a one time action. No - if you commit to something - live with it. Live with it much like how a brand must live with its product. Make it better on the way. Make it a living entity too - meaning, carry this activity like a branding activity - not an activity that must be done. Do it like you mean it. And CSR is the opposite of the business you are in. Every product - no matter what it is - is feeding to consumerism. But CSR isn't shoving s

Can brands be humans? Brands have made products in to people but can they really become human beings? Is it a westernized thinking? Did it take an indian or eastern thinking to put a soul in the brand with the belief? Is it required? Accountability in advertising Political campaigns are 99% bullshit. It's tom toming all the things you really don't care about and extremely whimsical, ephemeral and false promises. Problem is, is all advertising guilty of this? Making false promises, saying things that consumers know you are trying hard to sell? One example is a brand saying "Best ever" for their products. Really? And yet, a year later, you've bettered the product? After 15 years of supporting fair women, Fair & Lovely suddenly talks about empowerment and does so in a very shallow way. If you were guilty of something, why not come out of the closet and really change your perceptions? How come for the women it's about empowerment and for the guys, it'