Aman ki Asha: A Concept Marketing Initiative to Promote Peace between India and Pakistan

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG290 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra


Marketing Communication / Concept Marketing
Case Length : 18 Pages
Period : 2009-2011
Pub Date : 2012
Teaching Note : Not Available
Organization : Unilever Plc.
Industry : Newspaper
Countries : India; Pakistan


This case is about The Times of India's (TOI) and Jang Group's (Jang) concept marketing initiative 'Aman ki Asha: Destination Peace' (AKA). Launched on January 1, 2010, the joint Indo-Pak peace campaign aimed to promote peace and develop stronger diplomatic and cultural relations between the two countries. The campaign was executed through a large-scale multimedia platform that included print, television, radio, online, and other on-ground events. As part of the campaign, a series of cross-border cultural gatherings, business seminars, music and literary festivals and citizen meets were organized across the two countries. The case discusses how the campaign changed the perceptions of people about each other in both countries.

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:
Understand the various issues and challenges in concept marketing.
Analyze whether the 'Aman ki Asha' initiative was successful in achieving its objectives.
Understand the role of cause-related marketing in enhancing brand image.
Explore ways in which the campaign could be made more effective.


  Page No.
Introduction 1
Background Note 2
The Beginning 4
Launching an Ambitious Campaign 6
Impact 8
A Hollow Gesture? 9
The Road Ahead 10
Exhibits 12


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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