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@article{182205,
        author = {Anshula Mukherjee},
        title = {Branding for a better tomorrow: A case study of Indian social awareness campaigns},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {2},
        pages = {1381-1390},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=182205},
        abstract = {In an age where advertising is exceeding commercial objectives and profit gains to embrace cultural relevance and social responsibility, this paper tries to explore how Indian brands have been incorporating social awareness into their advertising strategies. There has been a growing trend of cause-related marketing, which is deeply rooted in corporate social responsibility; it tries to explore how advertising has the power to act as both a persuasive and a social transformation tool. The paper has analysed four high-impact campaigns, including Ariel’s Share the Load, Lifebuoy’s Help a Child Reach 5, P&G’s Padhega India Badhega India and Britania’s Har Pocket Ab Dustbin. They have been examined to see their alignment with the UN Sustainable Development Goals, ethical
frameworks and communication effectiveness. The study uses a qualitative content analysis method to dissect how narrative structures, visual cues, emotional appeal and symbolic representations have been employed in each campaign. The findings revealed that the campaigns were deeply rooted in authentic advocacy, with relatability and inclusivity as the central pillars of the campaigns contributing to their success. The study sheds light on both the promise and ethical complexity of social advertising, demonstrating thoughtful representation, genuine intent, and strategic alignment with public policy. It concludes with recommendations for future researchers who aim at harnessing the power of advertising for social change in India's diverse and dynamic media landscape.},
        keywords = {Corporate social responsibility, social awareness campaigns, advertising, cause related marketing},
        month = {July},
        }