This study aims to explore and understand the current state of brand activism in India by corporates. Brand activism fundamentally consists of business efforts to promote direct social, political, economic or environmental reforms with the desire to promote improvements in the society. It is a way for a brand to take a stand for a social, cultural, environmental or political cause. Brand activism has been prevalent strategy among the western countries. Whereas in India, it is still at a very nascent stage, albeit there has been a rise in vocal brands who are not afraid of making stark statements and being bold in their campaigns. ....
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