• Gisa George
• Ancy John

Cause marketing is the marketing of a for-profit product or business which benefits a non-profit charity or supports a social cause in some way. Cause marketing means activities which are of philanthropic in nature. A brand when offers, free services, products, etc. for a particular cause, from its regular income, it is known as Cause marketing. But sometimes, apart from the technical definition, we see another aspect of cause marketing, wherein a brand comes forward to support a situation or a cause, but in the longer run, it is for the brand’s benefit as well. God’s own country, Kerala, the beautiful paradise with its calm backwaters was devastated by the worst floods in more than 100 years. The loss of life and property was unparalleled, with over 300 people having lost their lives & many displaced families living in relief camps. Paytm decided to reach out to its community & extend a helping hand by inviting contributions from the current and potential users of Paytm. The campaign was named “Kerala needs us!” Every contribution made was matched Rupee for Rupee by Paytm.All the donations collected by Paytm was transferred to the Kerala CM Disaster Relief Fund. This study focuses on analysing the success of Cause Marketing adopted by Paytm and its impact on the minds of the users towards the brand.

Social Cause, Brand, Paytm, Impact, Contribution

"KERALA NEEDS US! – A STUDY ON THE SUCCESS OF CAUSE MARKETING ADOPTED BY PAYTM", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.205-209, February-2019, Available :http://www.jetir.org/papers/JETIRY006036.pdf

"KERALA NEEDS US! – A STUDY ON THE SUCCESS OF CAUSE MARKETING ADOPTED BY PAYTM", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp205-209, February-2019, Available at : http://www.jetir.org/papers/JETIRY006036.pdf