Conflict between economic interests and ethical objectives in business operations has been quite common since Drucker clearly introduced the concept of Corporate Social Responsibility in 1950s. (Drucker, 1993). Also a lack of empirical confirmation of a positive correlation between the two different interests has also been an underlying reason. Lane (1991) has developed an ?ethical strategy? approach which considers importance of converging economic interests and ethical requirements in business based upon both social welfare and profit maximization point of views. This paper focuses on the Tata Tea __ampersandsignndash; Jaago Re advertisement campaign in the light of Lane__ampersandsignlsquo;s ethical strategy to emphasize the positive influence of ethical business practices on profit maximization to illustrate the case in point. The paper concludes that an=out of the box__ampersandsignlsquo; approach of Tata Tea as a catalyst for social awakening has resulted in the convergence of economic and ethical goals.