As we approach the conclusion of 2013, we saw and expected the brand managers and marketers to adopt new trends in Marketing and implement state of the art digital marketing techniques and analytics. But what many have failed to see is that they are still trying to leverage Causes and Events to promote their brands. Innumerable examples may be quoted, where marketers raise causes of children’s education, welfare of poorer sections to anti-obesity campaigns along with sales of their products and leveraged past or current events. The motive of such campaigns may have shifted from corporate donations to being in sync with their business objectives, but as major FMCG’s have shown leads to exponential increase in sales! This issue of Markezine tries to put into perspective the reason and advantage related to "Cause Marketing"
