Social Marketing Campaigns – Improving Corporate Image



Case Code : CLMC-006
Publication date : 2005
Subject : Marketing Communications
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

Corporate Social Responsibility (CSR), Castrol India, P&G, CRB Plus, Ogilvy Outreach, Cause-Related Marketing Campaign, Promax & BDA Awards, International PR Week Awards


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This caselet briefs about the emerging prominence of Corporate Social Responsibility (CSR) among Indian companies. The caselet elaborates on the cause-related marketing campaigns undertaken by Castrol India Ltd. and P&G and the benefits accrued from the campaigns. The ease of connecting with the rural customer segment using cause-related advertising is also highlighted.


  » Corporate Social Responsibility (CSR) in India
  » Cause related marketing as a marketing communication tool
  » Design and implementation of cause related marketing campaigns
  » Cause-related marketing as a means to build long-term brand equity


The issue of Corporate Social Responsibility (CSR) is gaining prominence among Indian companies. In fact, India ranks high in the survey conducted by the UK-based International Center for Corporate Social Responsibility (ICCSR) among seven Asian countries -- India, South Korea, Thailand, Singapore, Malaysia, the Philippines and Indonesia -- in 2003. The survey involved gleaning data from the websites of the top 50 companies in each country for any CSR activity.

Indian companies have begun to follow various models and strategies to implement CSR initiatives as they feel CSR can offer many benefits such as win more customers, reduce costs, and help them gain a competitive advantage. One such commonly used CSR approach is cause-related marketing.

Questions for Discussion:

1. Compare and contrast the communication objectives of both these companies the led them to develop cause-related promotion campaigns.

2. Though cause-related advertising campaigns help increase brand awareness or enhance brand equity, a company’s reputation can often be hit badly due to the improper implementation of such campaigns. What steps should companies take in order to make cause-related advertising successful? (Discuss in terms of the success of P&G and Castrol).