Strengthening Brand Equity with CSR

Beyond the glamour and rewards that annually herald the Indomie Independent Day Award, an initiative of Dufil Prima Foods to reward bravery and innovation in Nigerian children, Raheem Akingbolu accesses its impact on consumers and brands from the stable

In today’s market, Corporate Social Responsibility (CSR), one of the stems of sound corporate governance, has attained a global and local height. The reason is obviously because of its impacts in helping nations meet their sustainable development goals. This explains why top executives across different industries want to demonstrate their corporate citizenship through altruistic, ethical and legal initiatives that presents their organisations as socially responsible.

However, the big challenge for executives is how to develop an approach that can truly deliver on these lofty ambitions. Some innovative companies have managed to overcome this hurdle, with community partnership as one way to create value for both the business and society simultaneously. Some others have also been able to create a sustainable CSR Strategy tailored towards their values.

Dufil Prima Foods example

Two decades after entering Nigerian market with Indomie noodles, Dufil Prima Foods, had initiated an unusual rewarding system for children. Before then, the company had consistently involved in sponsorship of sports activities in schools. But in a renewed vigor to further impact its target market, Indomie Independent Day Award (IIDA), for heroes in Nigeria, was initiated in 2008 to reward physical, social and intellectual bravery among children. Eleven years after, the reward system have not only changed lives but have also deepened the relationship between the brand and children because of its direct impact.

Under this corporate social responsibility, Dufil has assisted many children to advance their careers with various amounts provided as some of the past winners have funded their education from the scholarship funds received from this award. “We can therefore boldly say that Dufil Prima Foods is playing its part in helping to build future leaders for Nigeria”, Chief Executive Officer, Tolaram Group West Africa, Pawan Sharma said at the 2019 edition.

According to him, the award is a reflection of the importance and belief of our company in the extraordinary qualities of the Nigerian child which must never be ignored but rather, celebrated.

“This is also in consonance with our core values and deep-rooted belief that in every child lies the seed of greatness. Dufil Prima Foods believes that children need to be empowered. IIDA is part of our efforts to empower our children and we have carried this out relentlessly for the past 12 years”. The award was introduced in 2008 to celebrate and reward acts of heroism in young children who have made notable sacrifices at great risk to themselves.

“Through the years, Dufil has enlarged its concentration areas on CSR, in an effort to continuously impact positively on the lives of our consumers, most importantly the children. The joy we derive in giving back to the society as a responsible corporate citizen brings our founding principles to life”, Pawan said.

Pawan Sharma said the initiative was established to fill the gap that exists in celebrating and rewarding the positive efforts, strong character and achievements of many young children who have exhibited various acts of courage and heroism at one time or the other within the country.

“This event is noteworthy as it is in consonance with the core values and deep-rooted belief of our company and the brand that in every child lies what it takes to become great”.

According to Pawan, Dufil Prima Foods would always celebrate children who serve as change agents in their respective communities and beyond. “Apart from providing these children with an enthusiastic brand, Dufil believes that children need to be empowered. And this, we are doing as a brand”.

Reflecting on the award, General Manager Indomie, Gauruv Sharma said the company has since realised as a socially responsible organization that the spirit of true heroism does not only rest within the purview of adults who understand the full implication of their actions, but also in the heart of children, who forgo the consequences of their actions to save lives and redeem the future.

Today, the Indomie Hall of Fame are discovered children who have in different situations faced insurmountable challenges, stared at death in the face, fought against peer pressure, against lack, against fear, against disabilities and most importantly, conquered self.

Through the award, education is enhanced, “lives have been transformed, lives have been changed. People who have never dreamt of leaving their localities are being flown to Lagos and publicly celebrated in the presence of the high and the mighty of the society which is an experience imprinted in the mind of these children’s memories for life”, Gauruv said.