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A perfect example of Behavioural Change through Marketing & Communication are these 3 initiatives that won BIG in the recently concluded SABERA awards. #TaanePalatde campaign from Thums up, Fight for what’s right from TVS Motor and Saiyam from Tarachand Trust.

The new category introduced through SABERA 2022 set the tone for the marketing fraternity to realize the important role they play and help set trends and influence mindsets. With ESG increasingly becoming the norm it is natural for all fields feeding into the business to be cognizant of their roles in building a responsible business and ting impacting society at large. With this perspective, this new subcategory was introduced in the 5th edition of SABERA under the Initiative awards. Defined as follows.

Behavioural Change through Marketing & Communication To recognize the most effective marketing and/or communication public awareness campaign created for a not-for-profit, for-profit, CSR campaign, or Social responsibility campaign. It can be digital, mobile, TV, Radio, social media, OOH, or even a BTL activity. This subcategory is open to agencies as well as entities who may want to submit directly.

Of the multiple campaigns submitted 2 stood out and piqued the attention of the JURY this year to be acknowledged through the coveted award and one received the jury’s commendation.

TVS Motor’s new motorbike the TVS Raider targeted the Indian man to take a stand against the prevalent toxic masculinity. The campaign “Fight For What is Right” gives a thought-provoking message that would be a conversation starter for violence against women. An Auto brand showcases its products in the most glamorous ways, TVS raider was displayed in the ugliest way to create a shock wave and drive through the message of abuse women face. The campaign targeted the young male audience who are change-makers of tomorrow. An informative model was curated to educate the youth: about deep-rooted societal inequalities to help identify gender-based violence in various forms and also provide steps and resources to combat it. The campaign has 8.75 million organic views, and 20 workshops based on the Module have been curated

Thums Up – Coca-Cola India is a brand many people previously associated closely with ‘machismo’,  with this campaign Thums Up aims to completely shatter this stereotype and to celebrate the resilience of people from all walks of life – ordinary or extraordinary,  reel heroes or real heroes. Coca-Cola curated a campaign that embraces diversity and inclusion and celebrates our heroes, the para-athletes. The campaign was a collection of personal stories of these heroes and how they wore lifelong ‘Taane’ as medals to break the glass ceiling in sports. The campaign has 47.5 million impressions and 10.8 million views on social media.



Tarachand Ramnath Seva Trust – SAIYAM (संयम)

‘SAIYAM – Self Awareness In Youth for Anti-Addiction Motive’ (संयम)  is a collaborative initiative by the Tarachand Ramnath Seva Trust along with Knowledge Partner Jnana Prabodhini’s Institute of Psychology to ensure instances of addictions are stopped even before they take root. The entire Saiyam Program content is divided into 10 generic modules which are implemented in 25 sessions out of which 23 sessions are conducted with the student and 2 with the parents- conducted by the trainers. Saiyam Program is a very reliable model to achieve the goal to propagate anti-addiction among the masses. 3676 students and 1000 + parents benefitted from the program.


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