Commitment issues

Tanishq pulling down the new advertisement on inter-faith unity is really unfortunate but given threats to the employees, they probably did the right thing.

 However, the brand team ought to have demonstrated awareness of where we stand today. If a tremendously loved cricketer’s five-year old can get such troubling and heinous threats, one should've known the kind of backlash this can potentially generate.

One wonders how deeply the brand is committed to the idea of Ekatvam, this oneness. If it is just a commercial, and if these principles are not deeply embedded in the organization, it suggests the brand was purely trying to appeal to the liberal minded. A quick tug at the hearts of those who wear it on their sleeves, for a short term gain.

 In comparison, Nike stands firmly by the issues they choose to talk about. They continue to support Colin Kaepernick, even after the backlash. Nike even changes its ways once follies are pointed out. Case in point is the policy changes it made for pregnant women athletes.

 Patagonia says, ‘Let’s vote these assholes out’ and it stands by its mission: to save the earth from climate change. They are committed and they know the community of earth lovers will be by their side. This mission is their very reason of existence; and they have written a bible like book on this subject. 

 Being purposeful is about being committed to make things better for others. You cannot dabble in it. It has to be your very raison d'être.

 B Corp brands like Warby Parker and Ben & Jerry’s who undertake the pledge to be a force of good in society, completely transform their organization in an effort to preserve the planet. It begins with an assessment of the adverse impact they are creating today followed by concrete amendments.

 One is not aware how deep Tanishq’s commitment is to restoring the secular climate. If they are indeed committed and have made this social purpose their core, this backlash should only embolden them to continue fighting as a brand. But one suspects, it is not the core of the brand.

 This is not an ‘open letter’ to Tanishq. One salutes the brand team for being brave and one feels a tinge of sorrow for what we have become. 

 A clear-cut lesson here for organizations out to make our world a better place; you have to be prepared to go the whole way. This is sadly not about winning a Lion at Cannes or appearing in the ‘Best Vs. Bekaar’ in a business newspaper.

 Today, the burden on those who can think and feel and have a conscience has never been so grave.