The world is today fighting one of the severest and deadliest viruses. It has already confined over 1 billion people in their homes in different parts of the world. Seen as a never before deadliest moments in several generations, COVID -19 has created a situation analogous to World War II when estimated 70-85 million people, accounting for almost 3% of the world population at that time, perished. Today too, every day the COVID affected count of people is continuing to go up. So are the number of deaths among them. Almost the entire world is in a lockdown causing hardships to citizens. But they have voluntarily accepted such hardships in the hope they will survive this crisis. At this time the corporate response has been one of a responsible citizen not only abiding by government instructions but even opening up their facilities for Corona (COVID19) patients, health care workers, marginal and poor people including migrant labour.

It is in such circumstances that marketing assumes a different dimension---more humane, and less ‘selfish’. Its goal goes beyond profits, customer satisfaction and market development. It has a societal role now and hence marketing now has to be societal marketing ---- one that focuses on social good, community’s involvement, engaging customers through reliable, honest ad complete information.