Dentsu Aegis Network’s newly launched CSR Advisory, InDeed, will facilitate corporate investments by companies in Corporate Social Responsibility, through insights and a brand-led approach.
InDeed will provide best-in-class expertise and capabilities in Creative, Media, Digital, OOH, Activation, and PR communication services, which will help brands build a truly integrated and brand-led CSR journey in India.
InDeed will work with clients to infuse brand purpose into their CSR strategies. The aim is to integrate branding and CSR in order to build a corporate culture around responsibility, leading to business sustainability, and thereby, reap reputational rewards. This will, in turn, make Corporate Social Responsibility into an opportunity that is accountable, measurable, and scalable across several CSR areas of development (eradicating hunger, poverty and malnutrition, education, gender equality, rural sports, rural development projects, measure for the benefit of armed forces, ensuring environmental sustainability, contribution to the Prime Minister’s National Relief Fund, and contributions or funds provided by technology incubators).
InDeed is building a repository of India’s most credible and reputed NGOs and will connect them to corporates on the basis of thematic and geographical priorities – to create the best possible match. It will also be involved in conducting employee engagement activities and volunteering programs that result in a meaningful engagement of the staff in innovative social initiatives that are grounded in business practices.
InDeed has also invested in best brand-led CSR case studies to link it to NGO/Brand/CSR activity. More than 2,500 case studies are mapped by geography, cost, product, NGO, and CSR activity to make sure the best brand-led CSR is delivered.
Commenting on the launch, Ashish Bhasin, chairman and CEO, South Asia, Dentsu Aegis Network said, “Today, several of our clients are making a huge investment in CSR, but in an ad hoc manner. Many corporates want to give back to the society, but often don’t know how to go about it in a consistent and meaningful manner. InDeed will act as a catalyst in this entire process, and Haresh and his team have really done pioneering work in this area. It feels great to be able to give back to society via a socially relevant business.”
Haresh Nayak, Mentor and Managing Director of InDeed, will lead this initiative from Dentsu Aegis Network. He strongly believes that brand building should be seamlessly combined with CSR strategies. He said, “It is not enough for brands to just ‘Greenwash’ their actions to provide PR-able fodder. Mostly such acts of philanthropic projects are short lived and rarely build a brand connect. However, if implemented in the right manner and with the right approach, brand building and CSR can perfectly complement each other.”
Being a part of Denstu Aegis Network, InDeed will not only work with their existing clients, but will also look at fresh collaborations.
Currently the InDeed team will be based out of Dentsu Aegis Network's Gurgaon, Mumbai and Bangalore offices.