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This case study questions the relevance of co-branding in social cause marketing campaigns. On 28 April 2010, Apollo Hospitals, India's largest corporate healthcare chain in collaboration with Times of India (TOI), the largest Indian newspaper, started 'Billion Hearts Beating Campaign'. The aim of the campaign was to create awareness about the increasing risks of congenital heart diseases and possible ways to resolve them. The campaign was promoted through various communication channels - print media, online social networking, etc. To complement the print advertisements, an exclusive website was created to reach out to the potential users. While the campaign was well received (?) (as measured by the pledges), its intended objective - for both the co-branding partners, Apollo Hospitals and TOI - is yet to be realised. The case study, while chronicling the earlier social-cause marketing campaigns of Times of India - Teach India, Lead India, etc - also provides a scope to discuss the relevance of co-branding in social cause marketing initiatives.