Sometimes, the most powerful thing a brand can do is step back—and hand over the mic. Celebrity endorsements and polished campaigns are no longer the gold standard. In a media-saturated world, brands are learning to turn the camera from gleaming sets and letting communities speak. This is the new grammar of marketing: grounded in user-generated content, community-first thinking, and CSR not as a checkbox, but a core strategy
Instead of selling to their audience, brands are now building with them—placing community voices, grassroots action, and real-world relevance at the centre. This evolving approach marks a clear departure from campaigns that speak ‘to’ a community, towards platforms that are built ‘with’ them. CSR is becoming the foundation for storytelling that sticks, not just because it's authentic, but because it invites participation, fosters belonging, and builds trust. The result? A new kind of brand loyalty, born not from persuasion, but participation.
From Visibility to Value
These campaigns don’t just tap into authenticity—they build long-term equity through user-generated content and community trust. Sanchita Roy, CSO, Havas Media, calls this phenomenon “a long-term investment that will drive equity over time.” According to her, “The metrics need to shift from PPC or conversions to brand affinity lift, brand trust index, sentiment analysis.” It’s marketing that doesn’t feel like marketing. It feels like listening. In this framework, success isn’t defined by how loudly a brand speaks, but how deeply it connects. Campaigns become platforms. Consumers become collaborators. Authenticity isn't a tone—it's the tactic.
“User-generated content featuring real voices isn’t just engagement—it’s empowerment. At scale, it creates a ripple effect of authenticity, driving organic reach and long-term brand affinity that no scripted campaign can replicate,” says Vanita Keswani, CEO, Madison Media Sigma.
CSR as Strategy, Not Sentiment
Brands are increasingly embedding CSR directly into their marketing and business operations—not as a corporate obligation, but as a competitive advantage.
One example is Dulux’s Maestro program, launched by AkzoNobel India in May 2025. This isn’t just a campaign—it’s a toolkit for architects and designers. With colour consultancy, visualisation tools, and access to accredited contractors, the initiative has already onboarded 2,000 professionals and is on track to expand to over 40 cities by the end of the year. Dulux is making itself essential to its community’s daily work—not just selling a product, but becoming a partner.
“Media planning is no longer about just buying impressions; it’s about creating authentic connections. They can position the brand not just as a seller, but as a citizen with a conscience. Campaigns like Tata Tea’s ‘Jaago Re,’ Lifebuoy’s ‘Help a Child Reach 5,’ or even Vicks' ‘Touch of Care’ have proven how socially led content can spark emotional resonance and establish sustainable brand love,” says Satyabrata Das, Chief Alliance Officer, Laqshya Media Group.
Rewriting the Role of the Hero
While many campaigns speak to communities, the more powerful ones are built with them. In Asian Paints’ ‘Kamyabi Ke Rang,’ the painter takes centre stage—not as a service provider, but as an artist and entrepreneur.
“The core insight stemmed from a deep understanding of our painting contractor community’s evolving aspirations,” explains Amit Syngle, MD & CEO, Asian Paints. He expresses that, “‘Kaamyabi Ke Rang’ was conceptualised to give these unsung heroes a platform—to document their journey, to show painting as a skilled and artistic profession, and to reinforce the idea that success wears many colours.”
The campaign’s strength lies in its restraint. Instead of high-gloss storytelling, it gives painters the space to speak in their own voices, on platforms they already use—YouTube, Meta, Beautiful Homes Academy, and Masterstrokes.
“We see completion rates well above industry norms, which is rare for long-form branded content,” shares Syngle.
Crucially, the campaign has moved beyond metrics. “During market visits, painting contractors often come up to me and say how much the campaign resonates with them. Many ask what they can do to be featured next. Even more heartwarming are the moments when children tell me they want to see their fathers on social media, recognised for the work they do,” he adds.
What began as content has evolved into a recognition platform—now growing into skills training via the Beautiful Homes Academy. For Asian Paints, marketing isn’t just storytelling—it’s legacy building. “In India’s evolving media landscape, CSR is becoming a more important part of brand storytelling. When combined with authentic UGC, it creates a narrative that’s both emotionally powerful and culturally rooted. From a media planning lens, this shift allows brands to build deeper trust,” adds Keswani.
Local Change, National Impact
A similar mindset drives Kansai Nerolac’s ‘Dukaan It Yourself’ campaign, conceptualised by Tribe Communications. This initiative helped small retailers and shop owners reimagine their storefronts using kits designed with Kansai Nerolac colours—building local visibility for both the vendors and the brand.
“The campaign created a lot of talking points with our key stakeholders like dealers and painters with whom we could demonstrate, distinct approach of touching consumers’ lives. This deeper connection is a clear signal of long-term loyalty taking root,” says Ramakrishna Naik, CMO, Kansai Nerolac Paints Ltd.
The campaign deliberately avoided traditional media buys, relying entirely on organic momentum. “With zero paid media, the campaign reached over 100 million people organically and generated more than a million engagements—because people weren’t just watching, they were connecting,” says Gour Gupta, MD & Chairman, Tribes Communication. But the biggest takeaway? Tangible results. “Vendors reported up to a 300% increase in sales. The gender inclusion ratio—70% women-led kiosks—and an 89% drop in carbon emissions proved that it wasn’t just purposeful—it was accountable,” adds Gupta.
Building With, Not For
These campaigns are no longer scattered acts of goodwill—they’re part of a bigger strategy. Brands are discovering that attention can't be bought anymore. It must be earned by showing up consistently, meaningfully, and humbly.
“When CSR is seen as part of an ongoing conversation, it helps brands integrate their values into everyday contexts. Campaigns that feature real stories from communities or workers make the brand feel more authentic. Over time, this deep connection fosters loyalty and delivers long-term brand equity, rooted in real impact,” says Darrell Fernandes, SVP (Client Partnerships), White Rivers Media.
That’s because in today’s media landscape, impact demands resonance—how long a story lives in people’s minds, not just how far it travels. “The convergence of CSR, UGC, and brand storytelling reflects a recalibration of what audiences and consumers today value: authenticity, community, and shared purpose,” says Monaz Todywalla, CEO of PHD India.
The result is a marketing model co-authored by communities, powered by purpose, and designed to create relevance that lasts—not for a quarter, but for a generation. This evolving approach marks a shift in how brands build relevance—not by commanding attention, but by earning trust. When CSR, user-generated content, and community-led initiatives work in tandem, they create a more sustainable form of engagement—one rooted in real-world impact and emotional credibility. As brands continue to prioritise shared purpose over scripted messaging, what emerges is not just marketing that performs, but marketing that matters.
