ASSIGNMENT 1

SOCIAL CAUSE MARKETING

When we claim India is changing, we do mean everything is changing. Now the question is whether it s for good or bad. The country taking giant leaps in moving forward to development while socially it seems to be running backward. Today the country which boasted of being culturally and morally rich seems to have lost the splendor. Every threat is yet another opportunity if it is used wisely. Today all the industries whether it be the any sector, from FMCG to the service sector have used this societal issues to promote their good. In the FMCG sector there are number of examples like AMUL INDIA, TATA TEA etc. To be more specific we can consider one or two social issue and a product or service which actually address this issue. The issue I would like to discuss would be public nuisance, this may be in any form e.g. are eve teasing, public smoking or talking very loud when one is in public. The best way to bring this out is the entertainment sector. I have chosen AAJ TAK a news channel owned by TV TODAY NETWORK PVT LTD as an example.

ABOUT AAJ TAK

    

A 24 hr news channel dedicated to bring news up to the minute as the name suggest It is owned by TV TODAY NETWORK PVT LTD. It is viewed by about 45 million Indians on satellite and cable every day. It has logo seedha baat translated as news fast and straightforward News is brought in the true form without any bias.

SOCIAL CAUSE ADVERTISMENT BY AAJ TAK:

The news channel to promote itself brought out a series of advertisement raising voice against certain problems faced by the country. The advertisement clicked as it was shown in a funny scenario addressing a grave issue. It was mainly shown as a sequel showing an old man who actually speaks against or rather acts against the various issues like public smoking eve teasing etc.

MY OPINION:
Personally I think the company has actually taken a very effective way to promote its news channel and reach the common man or the public, the advertisement rather than being shown bluntly have been sugarcoated in mask of comedy thus capturing the attention of the public. The advertisement conveys the message that the channel is a voice against social problems and identifies its self with the public showing it is one among them.

MY CHOICE:
I would like to work with the company as it raises its voice against the various public issues and being news channels it is more effective in bring out the truth and making people aware.

CONCLUSION:
Social cause marketing is a tool which uses the social sentiments to promote the product but today the social issues have actually gained importance and the firms addressing it is given an extra credit. As we all know, all organizations whatever it maybe, is a part of the society and has an obligation towards it and social cause advertisement is the answer to this issue. It contributes towards the organizations social responsibility as well as promoting itself.