Advertising towards the perspective of societal marketing concept

The paradigm shifts in economy, demography, culture and society has affected each and every aspects of business. As one of the major element of business, ‘Advertising’ is also influenced and make its shape in the desired format of the changing paradigm towards CSR initiatives to maintain and enhance the organizational goal. Many companies have put their every effort towards keeping the customer, shareholder and stakeholder loyal to them by implementing several new formulas out of which our study focused on CSR initiatives through advertising. The new age advertisers promote their products from the socially responsible point to have a better grip of the market share to their competitors. This particular study focused on some of the Indian companies who extend their hands in this direction.