Mitali Srivastava Hough launches Equal

The agency will specialise in cause marketing and CSR solutions

Feb 20, 2020 06:02:00 AM | Article | Campaign India Team Share - Share to Facebook

Mitali Srivastava Hough

Mitali Srivastava Hough has announced the launch of Equal, an agency that specialises in cause marketing and CSR solutions.
 
Hough had co-founded Utopeia. She resigned from her post of head of strategy in November 2018 and stated that she wanted to create an equal, kind and safe workplace for all genders and orientations.
 
The launch of the agency coincides with World Social Justice Day.  
 
She said, “The voices of the underprivileged, rural India, minorities, LGBTQIA, women, differently abled and other marginalized groups are getting stronger by the day and it’s critical that brands find a genuine way to connect with, communicate with, and endorse their voices. There is also a need for genuine conversations around equality, human rights, inclusion and social protection. It is now mandatory for businesses in India to spend 2 per cent of their average net profits on CSR, leading to investment in areas such as education, health, poverty, gender equality and hunger. It is essential that this investment is aligned with long-term strategic planning with clear goals and a true connection with communities and audiences, in order to grasp the opportunity and make a deep and long-term impact. Brands are recognising that engaging effectively in CSR can reap long term results. So, Equal has been launched to create meaningful and genuine solutions in CSR and cause marketing.”  
 
She added, “At Equal, we will provide end-to-end solutions in the CSR category to help brands use their CSR budget to maximise returns and build long term properties that can benefit employees, consumers, stakeholders, brand equity and business.” 
 
She has also worked with DDB Mudra, Ogilvy and TBWA\.

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