Using a Benchmark Perspective to Analyze Corporate Social Marketing Initiatives in India

In response to the Companies Act of 2013, Corporate Social Responsibility (CSR) initiatives have exploded in India. However, little research exists on Corporate Social Marketing (CSM) in India. The current study addresses this gap and synthesizes insights from 31 CSR interventions in India across diverse industries, organized according to Campbell et al.’s (2022) corporate social marketing benchmarks to assess program development, research methods, audience targeting, partnerships, and market mix components. To what extent does the presence of corporate social marketing benchmarks predict the effectiveness of corporate social marketing interventions? The study employs qualitative content analysis to examine CSM programs across diverse industries in India, including FMCG, financial services, and manufacturing. The companies were selected from a list of nominated companies (including some who won or were included as honorable mentions) for the National CSR Awards in India in 2019 and 2020. The study evaluates the alignment of these CSM interventions with Sustainable Development Goals, adherence to CSM benchmarks, and the effectiveness of communication strategies. The analysis reveals a significant link between the higher presence of corporate social marketing benchmarks and the success of the interventions (χ 2 = 9.64, p < .01). Strategic (such as 4Ps) and planning benchmarks (outcome setting objectives and partners) were observed in most interventions, while research and audience understanding benchmarks were the least frequent. The study also highlights the strengths and weaknesses of the interventions and proposes strategies to improve corporate involvement in social change. The current study validates the benchmarks presented by Campbell et al. (2022) as a practical tool to evaluate the effectiveness of CSM interventions in India. Additionally, this study underscores the expanding role of corporate social marketing (CSM) in driving behaviour change and advancing the broader social marketing agenda. The current study advances the understanding of CSM in India by analyzing CSR interventions through a corporate social marketing benchmark lens, examining their strategic aspects, gaps, and key strengths to enhance corporate engagement in social change.