Girish Balachandran has launched a new communications consultancy to drive social change in India. The firm will work with brands and organisations to help define brand purpose and deliver campaigns to effect change in attitudes and behavior towards social causes.
'On Purpose' has been conceived to bring more courage and compassion to the way in which brands view their world and the people they impact. We want to use the power of communications to change the world, one brief at a time,” said Balachandran, managing partner at 'On Purpose'.
The firm has signed on seven clients, since it began work in the early half of 2017, and is working on assignments including addressing childhood obesity in India, assessing and addressing vulnerability of under five in Bihar and driving demand for renewables in support of India’s commitment to the UN 'Sustainable Development Goals'.
“We’re living in a post-truth world where emotion and self-beliefs hold more sway than facts. Brand will need to take a stand, now more than ever, and communicate with purpose and authenticity to be able to build trust. 'On Purpose' will help brands reach audiences with creative campaigns that are based on basic human truths, that offer them an aspirational identity, a tribal sense of belonging and a unique way of being,” said Balachandran.
Girish Balachandran was previously managing partner at Avian Media and held senior roles with WE and Ketchum in London for almost a decade before returning to India in 2014.
'On Purpose' is also working with M4ID, a social impact company based in Helsinki, Finland.