A playbook for marketing professionals to implement a multi-stakeholder CRM campaign in India
Exploring how cause-related marketing campaigns can be adapted to local contexts to create more meaningful engagement and social impact
Iram Ahmed, School of Business
About the project
This research examined cause-related marketing practices in India, focusing on how organizations collaborate with multiple stakeholders to support social and community initiatives. The project sought to better understand the factors that contribute to successful campaigns in the Indian market and develop practical guidance for marketing professionals.
The challenge
Many cause-related marketing strategies are based on experiences and research from Western markets and may not translate effectively to different cultural, economic and regulatory environments. The project aimed to identify the factors that influence campaign success in India and provide regionally relevant insights for practitioners.
Approach
- Analyzed cause-related marketing campaigns operating in India
- Conducted a digital content analysis of leading organizations and initiatives
- Examined stakeholder relationships and campaign structures
- Identified common themes, strategies and engagement approaches
- Developed a practical framework to support campaign planning and implementation
Results
- Created a playbook for marketing professionals implementing cause-related marketing campaigns in India
- Identified successful campaign themes, practices and stakeholder engagement strategies
- Generated insights into factors influencing campaign effectiveness within the Indian context
- Highlighted approaches tailored to local cultural and market conditions
- Produced a resource to support more informed and impactful marketing decisions
Why it matters
- Provides practical guidance for organizations operating in diverse markets
- Improves understanding of cause-related marketing in the Global South
- Supports more effective stakeholder engagement and collaboration
- Encourages context-specific approaches to social impact initiatives
- Contributes to research on ethical consumption, marketing and corporate social responsibility