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  • The key to success can often be as simple as better connecting consumers
  • The key to success can often be as simple as better connecting consumers
    Alexander Tomas, Creative Commons (2011) ©
CASE STUDY

Bloodline Club: why mobile is life or death in India

By better connecting consumers, a new social initiative from telecoms giant Tata Docomo is tackling India's growing blood deficit.

Location India

Scope
As multinationals thrive in emerging markets where public systems are under-resourced, an opportunity has arisen for new services from companies that function as both NGO and corporation. In these markets, social responsibility is more than a marketing tool; it can improve the lives of potentially billions of new consumers.

That’s the thinking behind Bloodline Club, a new social initiative from Indian telecoms giant Tata Docomo that hopes to tackle India’s huge blood deficit by connecting donors and recipients, which encourages its customers to give blood. With mounting pressure on brands to contribute to society, whether through consumer demand ...

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