ause-related marketing (CRM) is not new to India or the world, but of late, there has been a sudden spurt. P&G;, HLL and ITC are three who are assiduously wooing the emotional customer to buy their brand for a good cause.

P&G;, for example, has partnered with NGO, Child Rights and You (CRY), for its Project Shiksha campaign. In 2006, P&G;'s contribution - out of the sales of its brands like Ariel, Pantene, Vicks VapoRub, Whisper and Pampers - to CRY, amounted to Rs 1.43 crore. That money went into the education of 33,000 underprivileged children.... more