“CSR”, its seems, is the buzzword in the ad world today, though the advertisers in India learnt about it more than a decade ago. And so, now there are many who are using such appeals with social dimension to promote themselves and/ or their brands. Result? Ad clutter.

Pepsico has recently launched a digital film for its Tropicana. The film is a story about a man, Jadav Payeng, who has planted a forest – a sapling a day since 1979. The branded content, which conveys the message – plant more trees – is used as the theme to promote the brand, Tropicana.

This could be the new mantra for creatives – find real stories and use them to create branded content. It offers a win-win scenario for sure.

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