The globally diversified natural resources major The Vedanta Group has launched its first ever national corporate campaign. Though the company's interests lie in aluminum, copper, zinc, lead, silver, iron ore and oil and gas, this campaign has little to do with these businesses and a lot to do with social reality.

Titled Creating Happiness this integrated campaign has at its core the vision of contributing to building sustainable communities and integrating sustainability as a core part of the business. The authorities insist this is not a mere CSR initiative that rather, it is a means of telling people what The Vedanta Group has done for the community in the past.

Mr Senjam Raj Sekhar director, communications and brand, Vedanta Group said that "We have several compelling stories to tell about the work that is being done in the areas of community and sustainability. This work is bringing about change and empowering our society. Our aim is thus to tell the world The Vedanta story."

(Sourced from www.afaqs.com)