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Helping the differently-abled brands can help themselves

Saloni Sabnis

Senior Research Executive Millward Brown 


Imagine a scenario where public places like temples, beaches, cinema halls and railway stations were out of bounds for you. Sadly, this is a reality for the millions of people in India who are differently-abled. But brands can help turn this reality around. Helping differently-abled people is not only a great way to help society, but also to build brand equity.

In one example, H&R Johnson, an Indian bath tiles brand, launched an initiative called the Red Ramp Project to help the differently-abled access places like Kiri Beach in Goa, where a ramp made with the brand’s tiles enables people in wheel chairs to reach the sand and sea. Employing differently-abled people is another way in which brands can empower them and also build their own equity. People start perceiving such brands as socially responsible, which generates goodwill. 

Featuring the differently- abled in advertising is another approach. As a person in a wheelchair, how would you feel looking at perfectly- abled people advertising your favorite brand?
Would it speak to you as much as say, someone using crutches? Being more inclusive of people with special needs can help these individuals, build a more compassionate society, and elevate brands.