Introduction
1.1 Chapter Overview
In the first chapter of the thesis, at the outset, the background and introduction of social
marketing are explained and related to the Indian context. The concept of social
marketing is explored and its historical origin is traced. The study further elaborates on the
tools supporting a social campaign and the contributors to the success of a social
program. Essential criteria for an effective program are also highlighted. The P's
of the marketing mix is applied to social marketing and the importance of promotion to
make a social program effective is sketched out. Further, the chapter focuses light on
celebrity involvement in such programs for more effective implementation.
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