Ads that care but sell more

The Aircel campaign with Mahinder Singh Dhoni and Bhaichung Bhutia saying that there are just 1411 tigers left in India definitely ignites the bulb in the minds of wildlife enthusiasts but what after that? Social service ads are supposed to do more than just hold a candle to the cause. They have to provide an answer. The Tata tea Jaago Re campaign actually improved the voter turn out as people were provided with the platforn where they could be a part of the campaign and reduce the indifference to voting among the educated in India. The Aircel ad just helps to get rid of the guilt and the brand connect seems to be slapped on. Having a thousand fans on a facebook fan page will just make the people aware of the number of tigers left in India. But so what about that? Is Aircel actually doing anything to increase that number or see to it that the number doesn't fall more?If anyone knows then please tell me. This brings me to doubt about how true their intentions are or is it just an advertising gimmick. Corporate Social Responsibility(CSR) is the need of the hour and corporates do need to expand their horizons beyond the profit making objectives. We need companies with a soul not materialistic hawks who can use even distress to turn to their advantage.