A brand’s purpose is it’s Superpower

BRAND PURPOSE  isa tool to help your brand make a deeper connection with your consumers and people at large . An approach that goes beyond product marketing to human centric marketing. 

In an extremely competitive market,  Power Brands have journeyed from positioning to purpose. 

Brand Positioning : Product wrapped in a differentiated idea i.e. Lux – The Beauty Soap of Film Stars

Brand Purpose : Relevance of the brand in people’s lives i.e.Surf Excel  – Daag ache hain

While Positioning is crafted as a response to the external environment and aims to create a differentiation with respect to competition. 

Purpose is proactive, and aims to solve a larger consumer problem. And in doing to, it automatically ends up having a differentiation over competition.

A brand’s purpose :

• Enables it to build powerful relationships

• Break free of the category conventions

• Create larger than life culture

Today, the most powerful brands are the ones that go beyond the transaction and step into the transformation. They don’t just sell; they serve. They don’t just market; they matter.

Let’s talk about a few Indian brands that got this right and, in the process, created something much bigger than just business.

Tata Tea – Jaago Re: More Than Just a Morning Cup

Tata Tea could’ve easily stuck to the usual route—talking about aroma, freshness, and the perfect chai experience. But instead, they brewed something stronger: social awakening.

With their Jaago Re campaign, they urged people to wake up—not just physically, but socially. From encouraging voter awareness to tackling corruption and gender sensitization, Jaago Re turned a cup of tea into a call for action. Suddenly, drinking Tata Tea wasn’t just about a morning ritual—it was about being a part of something bigger.

The result? Tata Tea became more than just a brand. It became a movement.

Surf Excel – Daag Achhe Hain: Redefining Mess

In a world where detergent ads often focus on whiteness, Surf Excel flipped the script. Daag Achhe Hain wasn’t just a tagline; it was a philosophy.

It told stories of children getting their clothes dirty while doing something good—helping a friend, comforting a stranger, standing up for someone in need. It turned stains into symbols of kindness.

And just like that, a mundane, functional product became emotionally rich. Parents saw Surf Excel as a brand that celebrated empathy and values—things they deeply wanted to instill in their children.

Sales grew, of course. But more importantly, so did Surf Excel’s affinity in households across India.

Ariel – Share The Load: A Gentle Nudge Towards Equality

Sometimes, the strongest statements come from the simplest questions. Ariel asked, "Is laundry only a woman's job?"

That question hit home. In a society where household chores are often unfairly divided, Ariel’s Share The Load campaign sparked conversations about gender equality—one washing machine at a time.

And it worked. Husbands, fathers, and brothers began rethinking their roles at home. The campaign wasn’t just about selling detergent; it was about challenging mindsets. Ariel went from being a laundry brand to a symbol of change.

Vicks – Touch of Care: Redefining Parenthood

What if love was the only thing that defined family? Vicks’ Touch of Care campaign told the heartwarming story of an orphan raised by a transgender mother. It shattered stereotypes, making people rethink the meaning of unconditional love.

The ad didn’t talk about the product. It didn’t have to. It was about the emotion behind care—something Vicks has always stood for. And in the process, it strengthened brand love like never before.

Whisper – Touch The Pickle: Breaking Taboos, One Ad at a Time

In many parts of India, periods are still a hush-hush topic. Whisper’s Touch The Pickle campaign challenged these outdated taboos head-on.

By encouraging young girls to break free from menstrual myths (like not touching pickle jars during periods), Whisper made sanitary pads more than just a hygiene product—it made them a tool for empowerment.

And when a brand stands for something as bold as smashing social taboos, it doesn’t just sell—it starts a revolution.

Brooke Bond Red Label – The Taste of Togetherness

A cup of tea can do more than just refresh—it can bring people together. Brooke Bond Red Label’s campaigns focused on breaking social barriers, whether it was caste discrimination, religious divides, or generational gaps.

One of their most memorable ads featured an elderly man sitting alone in a park, watching a group of young people having tea. He hesitates, then joins them, breaking his own biases in the process.

That’s the power of a purpose-driven brand—one that goes beyond the cup and into the soul of society.

Why This Matters

Brands that stand for something bigger than themselves create a deeper connection with consumers. When a brand aligns with people’s values, it stops being just a product—it becomes a part of their identity.

More importantly, these brands leave the world a little better than they found it. They don’t just sell ideas; they shift perspectives. They make us think, reflect, and sometimes, even act.

And that’s where real brand loyalty comes from—not just from habit, but from heart.

So, the next time you pick up a product, ask yourself: Does this brand just exist to sell? Or does it stand for something that truly matters?

The ones that do? They’re the ones that last.