Welcome to era of ethical marketing. The trend is not new but is being used extensively these days by marketers. Whether it is Save tiger campaign of Aircel or Save trees use mobile phone campaign of Idea, everyone wants to associate itself with a social cause or other. Few days back Idea came for earth hour campaign when it appealed to turn off lights for an hour to cut the Carbon emmission of the World , then came its campaign that was related to the Public security where they talked about donating all the money of usage to a charity for the victims of 26/11 attack.
The same thing was tried by Times of India when they came with Lead India campaign and talked about the corrupt political structure of the country. HT never left back and came with a campaign of ethical reporting.
Way back in 2003 Surf excel brought about a new by saying