MAM
Dentsu-UNFPA join hands to launch CSR Advisory Services
MUMBAI: Dentsu India’s social and development sector communication division, Citizen Dentsu, in partnership with United Nations Population Fund (UNFPA) India, has launched CSR advisory services, to assist corporates with their CSR planning and implementation.
The provisions of CSR Policy, notified under the Companies Act 2013 promises to be a historic milestone, as India becomes the first country in the world to bring social responsibility to the centre stage of corporate reporting framework. The real challenge, however, for the 6000-odd corporates above a certain size, who now will be required to plan, implement and report their CSR activities annually to their stakeholders, is really coming out of a familiar domain and diving deep into a much-talked-about, but fairly unchartered CSR territory.
It is precisely to assist companies to negotiate these challenges, that Citizen Dentsu and UNFPA have come together to launch the Citizen Dentsu-UNFPA CSR Advisory, a partnership uniquely poised to help create an ecosystem where CSR efforts will eventually benefit the client’s brands.
Citizen Dentsu, manned by a team of professionals, has years of experience in strategic communications for numerous development sector issues like child survival and safe motherhood, immunisation, HIV and AIDS, education, water and sanitation and environment. Besides, Dentsu companies all over the world work on CSR initiatives for many of their global and local clients.
UNFPA (United Nations Population Fund) is a leading United Nations agency working across 155 countries. It has decades of experience in policy and projects linked to gender, health and human rights. In India, where over 50 per cent of the population is below 25 years of age, UNFPA strategically focuses on youth, especially adolescent girls and young women.
Both organisations will draw upon their local experiences, as well as, global repositories of iconic CSR case studies and expertise, for their clients here.
Emphasising the respective roles of the two partners, Dentsu India Group executive chairman and Dentsu APAC CEO Rohit Ohri said, “While Citizen Dentsu will work closely with clients in strategising and planning their CSR initiatives, helping clients extract the maximum through brand-CSR synergy, which we think company heads will be greatly interested in, UNFPA will provide technical support for projects undertaken by pre-evaluated and approved set of NGOs.”
United Nations Population Fund India representative Frederika Meijer added, “We have a range of CSR-ready projects that companies can partner on to meet their CSR commitments in India. More importantly, with UNFPA employing globally certified protocols to monitor and evaluate non-government and civil society organisations (NGOs), as well as their work, the CSR projects can be expected to be far more efficient and effective.” She believes that while there are thousands of field-level organisations ready to take up CSR projects, Citizen Dentsu’s experience with social and developmental projects in India and UNFPA’s inputs in terms of NGO selection and planning, monitoring and evaluation of projects, would be a clear and unique differentiator.
Rajendra Singh from Citizen Dentsu and Rajat Ray from UNFPA India will be steering the partnership. With both being seasoned hands in brand and corporate advertising, as well as in handling development-led projects, it is easy to understand why they have been picked for the task.
Setting up and managing in-house CSR divisions will require investments by companies in specialised skills, time and infrastructure. This unique and first-of-its-kind partnership – Citizen Dentsu-UNFPA CSR Advisory – can help companies with faster and customised solutions, without them requiring to make huge initial investments, while in the long run, passing on expertise to them through capacity building.
MAM
Tanishq launches ‘Lekhinis’ campaign celebrating modern Telugu woman
Olympic medallist P.V. Sindhu features in new film honouring women who author their own stories.
MUMBAI: Tanishq has found the perfect way to sparkle this season by letting the modern Telugu woman write her own glittering chapter. The Titan Company jewellery brand has unveiled its latest campaign, centred on the idea of ‘Lekhinis’ women who are the authors of their own stories. Featuring Olympic medallist P.V. Sindhu as the narrator, the campaign celebrates the evolving identity of women in Telangana and Andhra Pradesh, where modern aspirations blend seamlessly with deep-rooted traditions.
The film captures everyday moments that reflect quiet strength and confident individuality. It portrays women who embrace change while staying grounded in their heritage, reimagining traditions with sensitivity rather than rebellion. Conceptualised by Lowe Lintas, the campaign aims to strengthen Tanishq’s emotional connection with regional audiences by honouring women who shape their identities with authenticity.
Titan Company Limited chief marketing officer of Tanishq Pelki Tshering said the campaign is a tribute to women who remain rooted yet redefine their journeys every day. “She has always been at the heart of everything we do our muse, our inspiration,” she noted. “Through our designs and storytelling, we strive to be a lifelong companion in her journey.”
P.V. Sindhu shared that the campaign resonated with her own life. “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way.”
Akshay Sundher, Director at Lowe Lintas, described the making of the film as a beautiful experience, highlighting the emotional hospital scene, Sindhu’s warmth, and strong teamwork behind the project. The music by Madley Blues forms the soul of the film.
Through this initiative, Tanishq continues its tradition of crafting jewellery that mirrors a woman’s identity, celebrates her milestones, and reflects her cultural pride.
In a world of fast-changing roles and traditions, Tanishq has delivered a campaign that shines not through loud statements, but through quiet, confident storytelling much like the women it celebrates.
