Give and you will receive
There was a time when capitalism meant making profits, philanthropy be damned. But times, they are a changin’...and how!
“Make the kindest cut of all” proclaimed an advertisement of Pantene Pro-V. It was a campaign of a different kind. It was kicked off with Pantene’s celebrity spokeswomen Diane Lane getting her hair cut for donation on a TV show. The campaign sent the media into a frenzy since that day more than 700 million media impressions were generated for Pantene. This was Pantene’s way of telling consumers – that it cares. Cancer treatments cause women to lose all their hair. Through this exercise Pantene was able to contribute $1 million towards the EIF Women’s Cancer Research Fund.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
There was a time when capitalism meant making profits, philanthropy be damned. But times, they are a changin’...and how!
“Make the kindest cut of all” proclaimed an advertisement of Pantene Pro-V. It was a campaign of a different kind. It was kicked off with Pantene’s celebrity spokeswomen Diane Lane getting her hair cut for donation on a TV show. The campaign sent the media into a frenzy since that day more than 700 million media impressions were generated for Pantene. This was Pantene’s way of telling consumers – that it cares. Cancer treatments cause women to lose all their hair. Through this exercise Pantene was able to contribute $1 million towards the EIF Women’s Cancer Research Fund.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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