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Social Campaigns and protests might not give a comfortable feeling around, considering that in India, it is reserved for people who dont have much work. More so, the effectiveness of such initiatives is always a question. Therefore, the protests or NGOs instigating such reactions are termed as inconsequential and not really appreciated around, by the common people.

However, have a look at a recent campaign successfully closed by Greenpeace activists at Times Square, where Kleenex PR campaign were being shot. An excellent way to spread the message, and undoubtedly, a contrast to typical stereotypes of protests seen around here!

The campaign by Kleenex invited people walking around to participate and talk about their stories and experiences. The effort was to make them get emotional and then, demand a tissue (bang – Kleenex!). If their experiences were to used for the new online video of Kleenex, then they would be paid $200 for that!

The Greenpeace activists interrupted this, since the tissues are made of virgin fibre and forests are being destroyed for making this. A nice way of protesting the effort – by articulating the harm caused through these tissues and counter brand ambassadors spreading the messages – using their own campaign effort, and video shooting. Great work, Greenpeace!

Incidentally, through this campaign, I hit upon a great find – Max Lenderman’s weblog – Experience the message. A great place to spend some time online for marketing enthusiasts…added him in my “new discoveries” links..

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Books that InsPired me

The Power of Moments: Why Certain Experiences Have Extraordinary Impact
Social Media Success for Every Brand: The Five StoryBrand Pillars That Turn Posts Into Profits
Marketing 4.0: Moving from Traditional to Digital
Body the Greatest Gadget
Social Media Tips and Tricks
The CEO Factory: Management Lessons from Hindustan Unilever
Don't Reply All: 18 Email Tactics That Help You Write Better Emails and Improve Communication with Your Team
Indistractable: How to Control Your Attention and Choose Your Life
The Monkey Theory: Conquer Your Mental Chatter
Bad Blood: Secrets and Lies in a Silicon Valley Startup
Everyday People: Tales of people you know
Sinbad The Sailor' Story: Story Of Eklavya
Don't Startup : What No One Tells You about Starting Your Own Business
Canon DSLRs For Beginners
Early Indians: The Story of Our Ancestors and Where We Came From
How Brands Grow: What Marketers Don't Know

Puru Gupta's favorite books »

2020 Reading Challenge

2020 Reading Challenge
Puru has read 14 books toward his goal of 50 books.