Payback time in brands for women

Some days back another heinous crime on a woman photojournalist left the city of Mumbai in shock and dismay. The 23-year-old was gangraped by five men in Parel during the peak hours of the evening.

What does it mean? It means Mumbai, a city which had been widely regarded as a safer haven for women, cannot claim to be so anymore. It also means that while women in our society continue to be victims of such deplorable crimes, no steps are being taken by the government to prevent these. It also means that as marketers, corporate houses and brands we have miserably failed in our responsibility to protect our own consumers.

But there's something that we do to perfection - blame others. We blame the police, security, the government and everyone else. Why can't top security brands install security cameras and why cannot Information Technology hubs like TCS and Infosys monitor these cameras? The police don't have the resources or the manpower to do this, so what do we do besides waiting for the next elections?

Corporate social responsibility (or CSR), a term all corporate brands are familiar with, is a fad in today's times. Companies show CSR in so many areas that are not germane or even connected to the brand.

Femina sponsors the Miss India pageant, spending huge amounts of money. Why can't Femina (the magazine brand) spend some of this money on the security of women?

Instead of blaming the government and doing irrelevant CSR activities, why can't brands give aid towards protecting their own customers? It's time that brands came forward and created funds to make them feel secure.

Corporations and marketers should build security in areas where women freely roam at night, such as office areas, eating-out joints, and bars and clubs. At least, it will be a start, if not a remarkable step.

Unlike CSR, this won't be charity. This will be a small payback to our women consumers who have shown loyalty to our brands through these years. Women have patronised our brands for years and the brands will be remembered for years to come if they decide to act now.

The question is whether we wait for something to happen or make it happen. Brands for women can show the way for everyone else to follow. If brands believe their women consumers are part of their families, now is the time to show it. If it is to be, it is up to me!

The author is national creative director, Leo Burnett