DIVERSITY AND INCLUSION

Across the world, skin colour has always been one of the factors leading to bias and discrimination.

Societies and companies have evolved a lot and made #diversity and #inclusion a core part of their agenda. However, there is still a lot more to be done. 

Sometimes, some of the simplest products around us can play a key role in celebrating diversity and inclusion. Tesco in UK realised that and has come forward and launched a range of plasters to match the different skin colours in order to reflect racial and ethnic diversity. 

Tesco will now offer three options - light, medium and dark across all their 740 stores as well as online. No other supermarket had ever done this before, so it is a first.

Kudos to Tesco for taking this opportunity forward. 

CHEERS TO ALL

It is the role of advertising and communication to build brand equity and drive sales. However, it is also the responsibility of advertising and brands to understand culture and play a role in breaking stereotypes.

The HEINEKEN Company has launched a lovely ad film that uses only the power of visuals and lyrics to break a strong stereotype associated with drinking beer.

Don't miss the last line, where they do not mention beer at all. Very smart!

GLOCALISATION MATTERS

On a recent trip to Vadodara, India I came across a Starbucks hoarding announcing the launch of their new cafe in Vadodara. 

Instead of the usual names that they put on their cups, the hoarding mentioned endearing terms that are used all over Gujarat for known and unknown people - Kaka (Uncle), Bhai (Brother), Bapu (Elder Man), Ben (Sister), etc.

This piece of outdoor advertising brought a smile to my face. In marketing, we are always told and taught that global brands need to localize (glocalisation) to connect in a stronger way with their audience.

Here is a great example by #Starbucks, where they are going a step further in bringing the cultural nuances of a state in its advertising and communication to make people feel closer to the brand and see the #brand as their own rather than an alien brand. 

I then went to check the #Instagram handle of Starbucks India and they had very smartly used the same creative on their Instagram feed as well, bringing consistency in their messaging and reaching the audience across touch points. 

Here is a very simple yet effective lesson for all marketers out there.

PS: The hoarding picture was clicked, while sitting in a moving car, so I could not get the best shot.