The backwaters of Vembanad, in Kerala, India, were a renowned tourist attraction, known for their beautiful waters, schools of fish, and the people who lived along the shores. However, the exploitation of resources had taken a toll on the lake and its ecosystem. Pollution and the decline of the rich fish population had left the community impoverished. In 2008, the non-profit social enterprise Ashoka Trust for Research in Ecology and Environment (ATREE) had launched an innovative educational and self-regulatory program that had begun to improve the ecosystem. However, by 2018, the resurgence of the fish population had also attracted a fisheries-based food company that wanted to begin processing and exporting fish caught in Vembanad. The immediate employment benefits were attractive to the impoverished local fishers, but the long-term consequences for the region and its community were severe. How should ATREE respond to this pending crisis? Should ATREE use incoming money for immediate relief for Vembanad’s stakeholders or should it use the money for long-term benefit by focusing on further conservation efforts?
Until 2014, Blossom Inners Pvt. Ltd. (Blossom), a leading lingerie brand in India, had followed the accepted standard of advertising lingerie with images of skin-revealing models. Influenced by their personal philosophy and concern about increasing crimes against women, the company’s directors decided to break from the time-tested lingerie industry standards of communicating with sensual appeal. According to the managing director, Blossom would gain moral support from its customers by being the first in the industry to do away with body-revealing advertisements; however, sales figures dropped to low levels, senior marketing employees left the company, and customer service was flooded with calls. The directors, who were determined to stick to their plan, approached an innovative designer to create a new marketing strategy. Could this new advertising partner help Blossom stem its declining sales? What information should be included in the brief given to the designer? How could the designer advertise Blossom’s lingerie while honouring the directors’ philosophy?