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Social marketing in India focuses on promoting social good by influencing behaviors for the benefit of society. The strategic themes of social marketing are aligned with addressing key social issues, often related to public health, hygiene, education, and welfare. In India, these programs leverage a range of strategies to bring about behavior change, using marketing tools to engage communities, raise awareness, and achieve desired outcomes. One of the key themes in social marketing is behavior change communication (BCC). This involves developing messages that target specific behaviors and utilizing channels that resonate with the target audience. A prime example of this strategy is the Swachh Bharat Abhiyan (Clean India Mission), which was launched to promote sanitation and eliminate open defecation. The campaign employed a mix of television, radio, print media, and social media to raise awareness about the importance of cleanliness. It also used community engagement through local government and NGOs, to persuade people to build and use toilets, thus helping to change hygiene-related behaviors at ____ _______ _________ _____ ____ __________ _____ _____ __________ ___.
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