Socially Responsible Marketing: Lesson from Indian Television Ad

Abstract

lncreasing awareness and the changing trends in the value system of the society have redirected the organisations attention towards being more focused on society centric approach. An obligation towards serving the society as a whole and to rebuild marketing being the 'public face' of the organisation has become the main purpose of transacting its business. Cut throat competition has made the organisations play safe to resist ill the game of survival of the fittest. The philanthropic approach of marketing to a great extent has widened the base of managing the long term relationship with the customers. Consistency in terms of honesty, transparency etc. has been the building blocks in terms of growth and customer loyalty. Brand recall acts as a game changer, which is very important for an organisation to attain sustainability. This paper is an attempt to critically evaluate the concept of socially responsible marketing with the help of selective Indian cases.