Business has to go beyond economic transactions and must serve a large purpose in society. Lever Brothers founder Lever in 1890s wrote about Sunlight soap that it has to spread cleanliness, reduce the work for women, foster health and make life more enjoyable. Brands must have purpose, and must be authentic. It is as much true today as it was 100 years back when Sunlight was introduced. This is called Cause Related Marketing ( CRM ). A CRM campaign should not be one-off, but must sustain. It should be for a relevant cause. The cause or purpose of the brand must influence everything a brand does. Lifebuoy encourages children protection through the simple act of washing hands  with a soap. Rin emphasises chamakti safedi that gives confidence to shine in social situations. That has led to the establishment of a Career Ready Academy to develop English speaking skills, office dressing skills and interview training. Marketing then becomes purpose driven. It goes beyond brand communication, and is at the heart of product innovation and business models.