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Social marketing is used primarily by non-profit organizations, charity foundations, public highway departments, and government agencies. The study is about awareness of people towards “Total Sanitation Campaign” and whether they know about Dulhan ad on T.V/social media, the message that comes in their mind. Researcher aims to study the impact of Vidya Balan on sanitisation campaign and how celebrity ‘s personal image has direct impact on endorsements. The study focusses on recall rate and the direct and indirect impact it made on sanitisation condition in rural India.
Non-profit organizations and charity foundations employ social marketing to raise awareness, promote various causes, and encourage contributions from the public.
For public sector agencies, social marketing is often used to encourage people to follow rules and regulations, and practice general safe behaviours. For conducting research responses were collected from 400 respondents. T-test was used to analyse the data for understanding recall rate of the advertisement. The study shares the recommendations while choosing a celebrity for social endorsements.