It was more than 20 years ago that I first began thinking about ‘Corporate Social Responsibility’ although the current buzzword ‘CSR’ was not coined at the time. I felt then, as I continue to feel even now, that we in the Advertising and Communications field are uniquely placed to promote social causes and bring them together with donors/sponsors because we have the business contacts and the communication skills. This led me into discussions with the voluntary group ActionAid, a U.K. based charity organisation http://www.actionaidindia.org, which eventually resulted in the formation of Partners in
                              Change a new non-profit organisation in 1995 in India. I was one of the founder-trustees.

I also set up a separate division within my advertising agency Sista’s and christened it the ‘Social Marketing Division’ rather than ‘social communications’.