There's a movement occurring on televisions, newspapers, magazines and in the streets of India. The socially, environmentally and morally conscious brand has come to the forefront once again. The difference, this time, is that brands aren't just putting out messages that urge you to recycle; these new messages are calls to action.

Nokia's Planet Ke Rakhwaale campaign is one that's hoping to change the way things work at a grassroots level. Up until now, your likely move when disposing of an old, non-working mobile phone was to chuck it in the bin, or try and sell it off to a dealer. Nokia's new ‘We: Recycle' campaign encourages their customers to drop of these non-operational mobile phones at their stores and collect green points in return. Each of these phones will be recycled completely; the recycled materials will be re-used in new products.

Idea, the cellular service provider, fresh off its campaign to get you to ‘walk while you talk', has launched its "Use Mobile. Save Paper." campaign. This campaign aims at getting mobile phone users to use their mobile phones to receive e-bills, make payments and transfers, and use e-tickets instead of the paper-wasting alternatives. While Idea obviously gains from this-you'd have to subscribe to their value-added services to be able to accomplish all of this-there's no doubt that these efforts will save a lot of paper.

These two campaigns are just a taste of what's yet to come as brands jump on board the green wagon. They're great examples of the right way to go green; getting your customers involved shows your commitment to the cause.

So what cause are we devoted to at BrandPotion? Believe it or not: Democracy! Every member gets to exercise their vote for the best creative work in any BrandPotion contest, and everyone gets to participate.