Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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

Keywords

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