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Social outreach campaigns such as mainstream commercial marketing campaigns are drawn to digital communication practices for increased visibility, speed and recall. This paper aims to highlight the usefulness and application of augmented reality (AR) technologies and proposes a change-driven usage of the AR environments for social marketing.

Paradigmatic structural analysis is used to extract the underlying schematic forms. A multimodal analytic approach is used to propose the conceptual framework.

AR is defined vis-à-vis conceptualizations of reality and hyper-reality from the Vedantic philosophical texts and treatises. The study examines and demonstrates an earlier version of AR expression in ancient times in the use of spatio-temporal constructs and their degrees of modality. It derives a conceptual schema based on AR resonant applications in narratives from the Vedantic literature. Based on these, the study highlights the persuasive appeal and co-creative potential of these illustrative examples to recommend marketing communication strategies for social outreach campaigns.

The analysis recognizes a conceptual bridge between human extra-sensory/transcendental ability and contemporary technology. This study identifies five propositional structures (PS). It opens up the field of social marketing research to alternative methodologies such as multimodal analysis.

While most of contemporary AR usage is in commercial marketing, this study has derived specific guiding principles/propositional structures. These can be applied to create specific virtual environments that can simulate and demonstrate desirable societal outcomes and behaviours. As newer technologies permit further and more futuristic design interventions, developers could experiment with transitional states to impact behaviours, with implications for experimental layering of information.

This study responds to a call for innovative design interventions in the field of social marketing. Its originality lies in its use of the Vedantic framework which has not been explored in this direction elsewhere.

This chapter explores the concept of ‘dharma’ (duty orientation) and ‘karma’ (action orientation) of corporate social responsibility (CSR) from Vedantic (Vedanta) viewpoints. Islam, Buddhism and Christianity have received wider attentions in the CSR literatures from philosophical and religious perspective. However, Vedanta is yet to be explored in the context of CSR. This chapter therefore is timely and fills the gap in the CSR literature.

In this chapter, the authors employ hermeneutics, a qualitative research methodology which involves the study, understanding and interpretation of religious texts of Vedanta particularly the ‘dharma’ and ‘karma’ in the context of CSR.

In a nutshell, the Vedanta provides an inside-out approach to CSR, which is development of the individual leader’s self-conscience. The leaders and the role they play in corporations are crucial in ensuring transparency, good conduct and governance towards the ultimate aim of achieving CSR.

This chapter analyses the Vedantic perspectives on communication in establishing CSR objectives. It investigates the problems and prospects of Vedantic style of communicating CSR.

This paper aims to define a capability-based sustained/total human development, after reviewing both the concept of “Surplus in Man” as the source for achieving the Vedântic ideal of transcendence, and the capability approach to human development.

The capability-based sustained/total human development has been defined by integrating the Vedântic concept of “Surplus in Man” and the deontological theories of morality into the basic approach to capability-based human development.

An answer to the question: “How to apply a holistic approach to our daily life?” is outlined.

An example is provided on the role of yoga and meditation as the key initial bridging forces between the Western and Eastern concept of mental health. Also, the recent trend in a morally demanding lifestyle of a section of people in the Western societies for moving towards a galloping spiritual pluralism has been exemplified.

Role of responsibility of an individual human being along with his or her right has explicitly been emphasized in the approach to capability-based sustained/total human development.

Religion and culture can influence ethical behavior in business. It is suggested that there has been and continues to be, a deep interrelationship between religion, business ethics, and economic activity in India. As India is becoming a major global economic business partner, understanding its unique ethical business infrastructure is gaining in importance. The purpose of this paper is to intend to further the understanding of Indian (“Vendantic”) business ethics, as opposed to Greco – Roman business ethics, as the foundation of business culture in India. This paper further elaborates on the evolution of business ethics and its implications on doing business in and with Indian companies.

The authors undertook a conceptual approach in order to understand the evolutionary process of Indian business ethics in a holistic view in order to understand better its workings and effect on business interaction.

The paper explains the constructs of business ethics in India and shows its evolution over time.

This original theoretical paper examines the evolution of Indian business ethics over time in line with environmental changes in the Indian business landscape.

The purpose of this paper is to outline the unique aspects of Vivekananda’s interpretation of Vedanta philosophy.

The doctrine of the One and the many being the same reality is the philosophical core of the vast and varied treasury of Vivekananda’s teachings and, indeed, of his life.

Vivekananda has given a remarkable interpretation of the Vedanta philosophy which is not only universal but also both inspiring and rational (and accommodative).

Combining service with spirituality, grounding religion in rationality and being very contemporary in its sensitivities, Vivekananda’s thought is poised to become the ideology of the modern Indian nation.

Vedanta philosophy is inclusive of ethics that are well-grounded in Vedantic metaphysics and constitutes a very effective response to the inequities and corruption widespread in contemporary societies.

This paper sets out to explore the trends of social responsibility of the corporate sector in India.

The methodology being followed in the paper is exploratory in nature as data are scanty. An analysis has been done on an overall score drawn from a structured questionnaire being administered.

Trends in socially responsible initiatives are both positive and crucial in nature in India.

The vastness of the corporate activities in a big country like India, on the one hand, and the scanty data availability, on the other, lead to issues being restricted in some sectors.

This research has a tremendous effect on society with respect to the CSR approach being conceived, adopted and initiated by UN Global Compact.

The paper has touched on the cutting‐edge research initiatives in the field of CSR.

This paper attempts at charting out a road‐map for signifying the importance of Corporate Social Responsibility (CSR) as a whole and in its attempts of doing so, the paper underlines the role of corporate giants operating in India by citing examples of different Indian Business Houses for providing a guidance to achieve a sacro‐civic society where the under‐ pinning lies in promoting overall human development.

The purpose of this paper is to present a broad historical review of critical wisdom literature of ancient Indian tradition and examine how these precepts can complement and enrich the contemporary managerial frames.

The paper attempts to critically review remarkably deep religious and secular traditions of India and integrate them in a conceptual model.

The paper findings point towards the need for a holistic frame in overcoming fragmented viewpoints of contemporary management by strengthening the reflective domains of the managerial world.

The limitation of the paper lies in its didactic nature and the specificity of the contextual boundary limiting its ready transferability.

The paper provides a pointer in extending horizons of business or non‐business organizations in opening up their possibilities for achieving holistic managerial perspectives by combining economic, social and other higher order sustainable goals.

The paper's contribution is in its integrative value of some of the key themes of Indian wisdom literature and demonstrating their relevance to the modern management.