Defining sustainable marketing in India | WARC | The Feed

As India embarks on a journey towards sustainable marketing, marketers need to be clear about both the what and the how, says DDB Mudra Group’s Mehak Jaini: what kind of sustainability are they selling and how can they sell it sustainably.

Why it matters

Sustainable marketing in India can be a long and arduous journey but if a fourth C – consciousness – is incorporated into both the consumer and company’s need for the 3Cs – cheap, convenient and commercially viable – it will not be an impossible one.