Once upon a time, a pen maker had the image of a shrewd businessman. He used to be so smart that people even started calling him cunning! Although his acumen was generations ahead, he did not have the appreciation and goodwill of the public.
But, his younger brother was far more popular and lovable amongst the people as he was friendlier and amicable than his elder brother. Being the popular one, he took over the branding division from his brother. The same day, he launched 2 campaigns:
1. Would you like to donate ₹ 1 for Orphans?
2. For every product you buy, the company will donate 5% to Old Age Homes
Now, this scenario is what is termed as Cause Marketing!
What is Cause Marketing?
It is a type of Corporate Social Responsibility, in which a company’s promotional campaign has the dual purpose of increasing profitability while bettering the society.