The call of green: How brands are driving sustainability in campaigns

The year was 1971; the date April 22; the occasion ‘Earth Day’. A not-for-profit organisation, Keep America Beautiful, released a 60-second ad campaign, ‘The Crying Indian’, which was to become an iconic ad film in coming days.

Crafted by the agency Marstellar Inc, the ad featured a native American man, played by the actor Iron Eyes Cody, who sheds a tear upon seeing the polluted environment. The genuineness of the message, “People start pollution; people can stop it,” appealed to an entire generation of global audience that watched the campaign, setting the stage for climate change messaging in advertising.

Decades later, this trend has evolved into a global movement. From ExxonMobil’s 1970s campaigns on fossil fuels to BP's awareness drive about carbon footprints in the 1980s, brands have increasingly embraced environmental storytelling.

Today, in 2024, India finds itself at the forefront of this shift as it grapples with rising temperatures, water shortages, and pollution. For Indian brands, aligning with sustainability is no longer a choice—it’s a necessity.

Rising temperatures, rising consciousness

India is feeling the heat—literally and figuratively. With mercury levels soaring past 45°C in many towns, severe water scarcity, and alarming pollution levels, environmental challenges are no longer abstract concepts. They are realities shaping consumer behaviours and forcing brands to reconsider their strategies.

< Nisha Singhania, Infectious Advertising

“Sustainability is no longer just a buzzword for Indian companies; it’s becoming a fundamental part of business strategy,” says Nisha Singhania, CEO and managing partner of Infectious Advertising. She highlights how industries like FMCG, automotive, and energy are not only adopting eco-friendly practices but also communicating them with greater authenticity.

Greenwashing, the practice of exaggerating or fabricating environmental claims, is under scrutiny. Consumers are increasingly sceptical and demanding proof of action. “Brands must walk the talk—reducing plastic use, sourcing responsibly, and embracing renewable energy,” Singhania adds.

Driving forces: Climate awareness and consumer demand

According to the Deloitte CXO Sustainability Report, 91% of Indian business leaders have increased investments in sustainability over the past year, despite challenges like limited sustainable solutions and difficulties in measuring environmental impact. The shift is largely driven by heightened climate awareness, with 87% of Indian CXOs expressing consistent concern about global warming.

< Chandan Bagwe, C Com Digital

Chandan Bagwe, founder and director of C Com Digital, notes that climate change has also influenced consumer preferences. “We’re seeing a growing demand for energy-efficient appliances, sustainable fashion, and eco-conscious services,” he says. This trend is particularly pronounced among younger, urban consumers who expect brands to align with their values.

For Bikano, a leading packaged food company, sustainability isn’t just a strategy—it’s an operational imperative. “From energy-efficient production to sourcing ingredients responsibly and minimising food waste, our efforts not only reduce our carbon footprint but also enhance brand loyalty,” says Kush Aggarwal, head of marketing at Bikano.

Kush Aggarwal, Bikano >

Authentic storytelling: The heart of sustainability messaging

As brands integrate sustainability into their core operations, their communication strategies are also evolving. Authenticity is key. "With consumers becoming more informed than ever, our responsibility has shifted from mere education to shaping meaningful dialogue that lasts," says Ankush Vij, vice president - media, Hashtag Orange, an integrated marketing agency from Gurugram.

< Ankush Vij, Hashtag Orange

“Consumers can see through hollow claims,” remarks Sudarshan Anandkumar, co-founder of the creative agency Ting. His agency’s campaigns, Ek Boondh Pani (focused on water conservation) and I Save Energy, used social media and interactive content to inspire behavioural change.

National Geographic's One for Change campaign provides another compelling example. By blending captivating storytelling with actionable tips, the initiative underscores how brands can inspire collective responsibility while addressing pressing environmental issues.

“Storytelling that connects on an emotional level while offering tangible solutions resonates deeply with audiences,” says Siddharth Mishra, business director at Brand Street Integrated Consultancy Networks. He believes Indian brands are moving beyond surface-level claims, embedding sustainability into their ethos and operations.

Siddharth Mishra, Brand Street Integrated Consultancy Networks >

Sustainability across industries

The fashion industry is one of the sectors experiencing a seismic shift. “Sustainability in clothing is a key part of Uniqlo’s business strategy,” says Nidhi Rastogi, marketing director at Uniqlo India.

Rastogi cites the use of recycled materials in products like fleece jackets and innovations in water-efficient production processes. These efforts are communicated through campaigns that emphasise the brand’s commitment to sustainable choices.

< Nidhi Rastogi, Uniqlo India

The FMCG giant Britannia is also making strides. “We’ve been 100% plastic-neutral for three years, collecting and processing over 45,000 tonnes of plastic in FY 2024,” says Amit Doshi, chief marketing officer. The brand’s Har Pocket Ab Dustbin campaign, launched on Earth Day, encouraged consumers to adopt responsible waste disposal habits, combining awareness with actionable impact.

< Amit Doshi, Britannia Industries

In real estate, Godrej Enterprises Group’s annual event, Conscious Collective, brings together architects, designers, and sustainability experts to explore eco-friendly solutions. “Our goal is to inspire a collective effort toward a sustainable future,” says Sumeet Bhojani, head of brand and strategic insights at Godrej.

Digital media: The catalyst for change

Digital platforms have become pivotal in spreading sustainability messages. The Blue Mile campaign by Hashtag Orange for WaterAid India, for example, highlighted the scarcity of clean drinking water, generating 30 million impressions and engaging 1.5 million users.

“Social media allows brands to deliver bite-sized, impactful content that’s easily shareable,” says Anandkumar of Ting. Influencers, too, play a crucial role in amplifying these messages. For instance, actress Bhumi Pednekar’s collaboration with UNDP India has been instrumental in promoting sustainable development goals.

< Sudarshan Anandkumar, Ting

Despite the growing focus, achieving authenticity in sustainability messaging is fraught with challenges. The perception of greenwashing remains a significant hurdle. “Consumers demand proof of action,” says Singhania. Campaigns must be backed by measurable initiatives to earn trust and avoid being labelled as opportunistic.

Mishra echoes this sentiment, emphasising the need for brands to adopt a long-term commitment rather than a campaign-specific approach. “Sustainability must be part of a brand’s DNA to resonate with today’s discerning consumers,” he says.

The road ahead: Can brands sustain sustainability?

For sustainability to be a genuine and enduring value, it requires more than clever marketing—it demands structural changes. Brands that embed eco-consciousness into every aspect of their operations, from sourcing to packaging, are better positioned to win consumer loyalty.

As India faces increasing environmental challenges, the role of brands in promoting sustainability will only grow in significance. By combining authentic storytelling with actionable commitments, they can not only meet consumer expectations but also contribute meaningfully to the global fight against climate change.

In the words of Singhania: “The future of marketing isn’t just about selling a product; it’s about creating a movement. And sustainability is that movement.”