As I posted some 2 years back on my blog about Social consciousness in Indian advertising industry, I Posted 2 videos related to Airtel then showing how Airtel is relating telecom services to indicate that they can bring social status change in India.
Today I read an interesting blog about businesses run in India by Dr. Peter Cappelli at HBR Blogs (http://blogs.hbr.org/cs/2010/03/indian_companies_doing_well_bec.html) this article points out specifically how indian business owner spend effort in improving social causes and that inturn helps in gaining that loyal customer base and thus improving the business bottom line. It really proves out the theory of social experience, the Airtel ad that I shared shows how rural children can be educated using the cellular services, today airtel runs ads about how it can make the planet green using its cellular service, that really is a huge change in Indian business environment. Probably this could be a new dimension to strategy of businesses and something we may need in this economy instead of five force analysis may be it should now be six force analysis going forward adding social element to strategy.