ICS 2025: Should purpose guide marketing communications?

Time of India

23-05-2025

In an environment where consumers are bombarded with thousands of ads every day, standing out has become tougher than ever. Consumers no longer trust brands solely for their products or services—they want to see real values. They seek brands that genuinely care about something bigger than profits. But how can a brand show it truly means what it says?
Nikhil Gupta, head of marketing, strategy, government affairs & CSR,
Signify Greater India
, shared his insights during his featured address titled 'Lighting the Way: Purpose-Driven Communications' at
Indian Communications Summit 2025
.
Gupta emphasised the importance of purpose-driven communication, explaining how brands can rise above mere profitability and create lasting connections with consumers by standing for values that matter. He highlighted how purpose must go beyond seasonal campaigns, becoming the core of a brand's identity.
Gupta stated, 'Once the purpose is adopted, it must become the very reason for the brand's existence—deeply connected to its future and consistent over time. The reason for being cannot change with the changing season.'
Adopting a purpose beyond profits can transform a brand, making it more credible and difficult to imitate. When a brand commits to a societal goal greater than its commercial interests, it rises above competitors. Such a brand is seen as genuine, while others attempting to mimic its purpose appear as mere copycats, ultimately fostering a loyal customer base.
Gupta noted, 'When people believe in the same thing as the brand, they become its promoters, sharing it with friends and family. This leads to long-term loyalty, with customers staying beyond products and services.'
In the past, advertising was simpler—limited to television, print, and radio—where ads reached audiences whether they were relevant or not. But the digital age has transformed this entirely.
Gupta explained, 'With digital marketing, we are bombarded every day with thousands of ads tailored to us, making the clutter very difficult for brands in commodity spaces to stand out.'
Today's consumers seek brands that share their belief systems and demand responsibility. Newer brands have an advantage here, as they are free from the baggage of legacy and can more easily align with a clear purpose. In contrast, legacy brands often struggle, being tied to traditional ROI-driven marketing and historical narratives that may not reflect a new purpose.
However, whether new or established, a brand's purpose must be genuine and visible in everything it does. If a brand fails to live up to its purpose, it risks losing trust and facing backlash from consumers.
Gupta remarked, 'The brand must deliver and demonstrate its purpose because if today the customer sees that the brand is not delivering or is doing something opposite to the purpose, it gets badgered online. We have seen many brands taken down on socials for propagating one thing and doing something else.'
Modern consumers don't just listen—they observe. They want brands to demonstrate their commitment to their stated purpose. When a brand genuinely lives its values, customers notice and become advocates, sharing their experiences organically. This user-driven content is far more powerful than any traditional marketing, building trust and credibility in a way ads cannot.
Gupta pointed out, 'If you have KPIs that can measure the impact of the purpose you are driving, it becomes easier to convince your customers that the brand is genuinely passionate about the purpose.'
In the near future, the most trusted brands will be those that stand for clear values—not just those focused on driving commercial benefits. Such brands go beyond profit-making, earning customer loyalty through authenticity and purpose. This commitment to values is the key to sustainable growth, as customers remain loyal to brands they genuinely believe in.