1Assistant Professor, School of Business, Lovely Professional University, Phagwara, Punjab, India
2Associate Professor, School of Business and Management, Jaipur National University, Jaipur, Rajasthan, India
Online published on 24 October, 2017.
Social marketing is not generally used for commercial marketing purposes but rather for social good. Social marketing has two parent theories to support itself such that-“a social parent” where social science and social policy approaches is emphasized upon and the second is “Marketing parent” that includes commercial and public sector marketing approaches. Digital India, Swatch Bharat Abhiyan, Make in India is a Program to prepare India for a knowledge future and positioning India as a clean and hygienic country. Honorable Shri Narendra Modi, Prime Minister of India has laid emphasis on National egovernance plan and has given its approval for Digital India-A program to transform India into digital empowered society and knowledge economy. Digital India is an ambitious program of Government of India projected at Rs 1, 13, 000 crores. This will be for preparing India for knowledge based transformation and delivering good governance to citizens by synchronized and co-ordinated engagement with both central government and state government's level. The campaigns like Digital India, Swatch Bharat Abhiyan and Make in India has been started almost one and half years back but the effectiveness of these social marketing campaign is still questionable. This study is an attempt towards exploring the popularity of different social marketing campaigns on Youths which are being run in the state of Punjab. Major focus of the study is on examining the awareness, popularity and perception of these social advertisement campaigns and to explore if these advertisement campaigns are able to achieve their advertisement objectives or not.
Social Marketing, Recall, Digital India, Swatch Bharat Abhiyan
