This identifies brands that take the ownership of doing well for the society. This
can manifest through a great public awareness campaign, supporting a cause, raising
money etc. We are definitely looking at brands who have been doing the same over
the last year and was not a one-off publicity stunt. The top brands here should
have ideally gained a lot of traction with the issue that they raised / supported.
- Need to determine if projects launched or work in progress.
- Key information on scale, Impact & consistency should be mentioned.