Social awareness ads have existed ever since the time television crept into the lives of the average Indian citizen. The ‘Ek, Anek aur Ekta’, an animated campaign produced by NCERT in the eighties is surely one of the classics when it comes to such ads. Three decades down the line, the focus on such ads has actually grown to a much larger degree. Keeping such considerations in mind, here is a sneak peek into the ten best social awareness TV ads from India over the time.
Stop domestic violence: Bell Bajao, Ring Ring
Launched by Breakthrough, an international human rights organization, the multimedia ‘Bell Bajao’ campaign aimed to convey a very simple message of ignoring domestic violence isn’t a right thing to do. The campaign, conceived by Ogilvy and Mather, stood out from the crowd. The ad shows a man (played by Boman Irani), who upon hearing the neighbor beat his wife up, pays a visit to the latter’s house on the pretext of making an urgent call from there.
Single person lead the mob: ‘Tum chalo toh Hindustan chale’
Gulzar’s words struck up the perfect camaraderie with Shankar-Ehsaan-Loy’s powerhouse tunes in this awe inspiring campaign for The Times of India. The idea was to inspire people to visit the polling booth and cast their votes to make justifiable use of their democratic rights. The Lead India anthem will go down as one of the most prominent ones in the history of ad campaigns in India.
Eradicate polio ad: Do boond Zindagi ki
An ageing Amitabh Bachchan swung effortlessly between being a scolding grandfather and urging people to visit Polio booths in this path breaking campaign. When the polio eradication campaign started, the nation was reporting 500 cases everyday. Since then, forty lakh children are said to have escaped the trauma of polio.
1980s ad, Unity in Diversity: “Ek, Anek aur Ekta” and ‘Mile sur mera tumhara’
Now here’s a campaign that countless Indian citizens have grown up around. From singers to sportsmen to movie stars, the campaign brought together people from all walks of life. Conceptualized and created to perfection, the ad will forever be remembered and celebrated by generations of Indian citizens.
With the same message of spreading the goodwill of unity was the ad campaign by NCERT, “Ek, anek aur ekta”. After watching this ad, you will like to go back in time and relive the childhood memories.
Jagori: Safe Delhi campaign
Women’s safety is no longer an issue confined to the fairer sex only. In cities like Delhi, where reports of molestation or abuse against women are increasing with each passing day, citizens have a role to play in making women feel safe or unsafe. Created by Phonethics Mobile Media, the sixty sec film for JAGORI’s Safe Delhi Campaign depicts the community’s responsibilities in making the place safer for girls and women.
Ministry of tourism: ‘Atithi Devo Bhava’
The campaign derives its catch line from an ancient Indian saying about hospitality and guests- ‘Atithi Devo Bhava’. The ad came in the wake of a series of brutal incidents involving foreigners. The first ad from the series showed a tourist guide, harassing a foreigner only to be ridiculed and reprimanded by the general people and good citizens later.
Immunization timeline awareness: ‘Pehle saal chaar baar jaana’
After Amitabh Bachchan, it is now SRK’s turn to endorse a campaign for immunization of children. Khan’s production company had also reportedly volunteered to create and produce the ad film. This ad supports the one year-four-time immunization awareness campaign.
Teach India: Let’s learn to teach
A Times of India initiative, the ‘Teach India’ campaign brings together children in need of proper education and people who can contribute some time towards getting them educated. It is based on a simple yet great principle- ‘If you want to teach, we put you in touch with children who crave to learn’.
Tata tea ‘Jaago re’ ads on election awareness and anti-corruption
Often dubbed as one of Tata tea’s most iconic campaigns, ‘Jaago Re’ was launched in 2006. The first ad was on election awareness and the duty of Indians to implement their right to vote. This was followed by a series of such ads that highlight different socially critical issues within the country.
NACO AIDS awareness ad
The National AIDS Control Organization’s campaign about discrimination against HIV affected children, drew accolades from the Aam Junta and critics alike. The ad shows how the school authority’s decision to throw an HIV affected student out irks other children and drives them to call their parents up, who oppose such discriminatory behavior as well.
