Aman ki Asha: A Concept Marketing Initiative to Promote Peace between India and Pakistan
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While the campaign won some of the most prestigious advertising awards, experts remained divided in their opinion on whether 'Aman ki Asha' was a genuine approach to initiate the peace process between the two countries, or whether it was just a marketing gimmick by the two media groups to enhance their brand image. This case is meant for MBA/MS students as a part of the Marketing Communications/ Marketing Management curriculum.
The case will help the students:
Concept marketing, Cause-related marketing, Marketing Communications, Perception-changing communication, World's best news industry marketing campaigns, Social marketing, Corporate Social Responsibility, Lead India Campaign, Teach India Campaign, Newspaper industry, Jang, The Times of India
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