Green marketing has emerged as a dominant concept to stay in the current scenario. It focuses on attaining long term goals and success of the organization by improvising the quality and the productivity of goods and services. Though companies have many reasons to become green, they can succeed only when all the stakeholders are involved in the same. Consumers need to aware about the benefits and need to prefer them to reduce environmental impact. Green Marketing involves new techniques and strategies of modification of the product, process changes, packaging and advertising. This paper looks at the concept, features, role and various strategies used by the companies for implementing it. That gives opportunities as well as challenges as many customers are skeptical concerning Green advertising and brand them as Green washing.