I’ve spent the last few days staring at a blank screen, trying to find the ‘right’ words. So, I did what anyone in need of some inspiration might do—Google! I searched for phrases like “brands that support social causes,” “Indian filmmakers who create ads for change,” “campaigns that raise awareness...” etc.

The topic for this article was easy to choose. Talking about change, making a difference, and sending out a social message comes naturally to me if I can say so myself. Maybe it’s my way of constantly reminding myself that I need to do a little something for someone else—or perhaps it’s just my way of alleviating the guilt I feel about indulging in things I don’t need.

And speaking of indulgence—let’s talk about advertising! We love to indulge. And why not? We’re in the business of giving people choices, creating desires, and building connections. But while we’re busy crafting these bite-sized stories that slide into people’s TVs, Instagram feeds, and YouTube pre-rolls, the question is: What more can we do?

As an industry, we have both a responsibility and continuous opportunities to use our platforms more intentionally. Over the years, it’s been truly heartening to see brands become more attuned to social issues, leveraging their reach to raise awareness and drive change. Campaigns like Tata Tea’s Jaago Re, Vicks’ Generation of Care, P&G’s Shiksha, Ariel’s Share the Load, and Lifebuoy’s Help a Child Reach 5 have not only championed important causes but have left a lasting impact. These campaigns have made us think, feel, and, in many cases, inspired action.

While it’s encouraging that some brands have taken the initiative to use their influence for good, we need more of them to do the same. And not just when it’s convenient or trending. We need more brands to commit to using their power, money, and reach to create meaningful change. Let’s be honest: even though there is progress, we are still playing it safe. Right?

For all the talk of change, we are still hesitant when it comes to making bold moves. We want to create a positive impact, but we are often careful not to rock the boat too much. We want to be inclusive, but we often choose the ‘safe’ option—the polished, cute, urban, upmarket face that fits into our stereotypical idea of success. It’s almost as if we think that portraying an idealised version of the world will inspire change, but this approach is limited at best I think.

So how do we evolve as an industry?

How can we create a more conscious and aware community of brands, artists, filmmakers, and marketers?

How can we continue to move forward, even when we sometimes find ourselves taking steps back?

What’s that one little different thing we can do in the way we work?

What’s one new thing we can do this year to make our industry healthier for the planet and our minds?

This year, let’s all sell for a better world!

The author directs TV commercials, documentaries and short films and is director, Footloose Films. 

This column first appeared in our February issue. Get your copy here. For subscription options click here.