Cause Related Marketing in Advertising-A Study on the practices adopted by Select Companies

Corporate Social Responsibility has become a buzzword of modern business. In today’s competitive world companies can’t sustain for a longer period if they ignore social and ethical responsibility of business towards society. Companies can differentiate themselves and position their brand differently and more effectively if they use the concept of Corporate Social Responsibility or Cause Related Marketing. In modern era of marketing, advertisements become a tool of communication. An effective CRM programme is more than just a theory - it’s a tangible and growing asset to business. Ads which shows concept of CSR are more receptive to audience and create awareness toward building a better nation and better society. A part from social benefits CSR and CRM are helpful to increase sales of product or services. A good CSR and CRM helps to build brand equity among customers. Customers start to associate themselves with the brand and they take pride in using the brand. This is the concept through which we can differentiate our marketing activity from other competitors and build a positive brand image in eyes of society. In India many companies like Tata, Idea Cellular, Indian Tourism, P&G are using the concept of CSR and CRM.The brand of these companies has become more socially accepted