Marketing has been generally associated with the economic exchange of goods. It has been perceived as a business function engaged in by business firms to distribute and/or sell their physical products to the general public and to learn about their wants and cater them with specific products. But now the role of marketing can be much broader than purely economic exchange and could also logically encompass exchanges dealing with social issues and ideas. This resulted into emergence of social marketing as a part of marketing. This paper aims to give an overview about social marketing and how it has penetrated into the minds of the marketers as well as the customers. It tries to understand its importance in the market.