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At the e4m DoGood Summit & Awards 2025, Magsaysay Awardee and Goonj Founder Anshu Gupta delivered a grounded yet insightful address that offered a behind-the-scenes glimpse into how the DoGood movement evolved—from editorial intuition to a powerful industry platform for brands doing good.
Speaking as Jury Chair, Gupta opened with characteristic humility, saying, “I’m a behind-the-scenes person, so I don’t need the applause.” Yet, what followed was a resonant call to the advertising and marketing community to embrace not just purpose-driven communication but a deeper commitment to societal transformation.
Gupta recounted how exchange4media first noticed a shift in award entries—brands were increasingly highlighting social impact stories, not as CSR afterthoughts, but as core strategies that also led to business growth. “This wasn’t just charity,” he said. “Brands knew that only those doing good for society—not just for the consumer—would thrive in the long term.”
He pointed to iconic campaigns that redefined category norms and societal expectations—Surf Excel’s “Daag Achhe Hain”, Ariel’s “Share the Load”, and Tata Tea’s “Jaago Re”. “Imagine a detergent brand asking men to participate in housework. Or a tea brand that talks about voting, women’s rights, or noise pollution—without ever selling the product directly,” Gupta noted. These were not just clever campaigns, he emphasized, but a complete reframing of brand purpose in the public imagination.
Gupta highlighted how exchange4media took cues from such shifts to deepen its editorial commitment to brands championing causes like menstrual health, climate change, gender equity, and more. “We don’t just report on campaigns—we look for stories of conscience and courage,” he said, crediting the editorial team’s foresight in recognizing early trends in consumer-brand trust.
He also referenced how the younger generation is reshaping brand expectations. “Gen Z will only trust a brand that stands for something—be it climate action or inclusion. They’re even willing to pay a premium for it,” he observed, underscoring a cultural shift toward conscious consumerism.
Closing his address, Gupta reaffirmed that the DoGood platform is not just about awarding campaigns—it’s a call to action. “We’re committed to building standards, narratives, and bridges between civil society and corporate India to create a better world,” he said.
In an era where trust is the ultimate brand currency, Gupta’s words echoed the spirit of the summit—reminding us that doing good isn’t just a strategy, it’s a responsibility.
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