EFFECTIVNESS OF ADVERTISEMENTS IN SOCIETY

JAGO GRAHAK JAGO

Jago Grahak Jago is a consumer awareness programme from Ministry of Consumer programe Affairs, Government of India.• The government has used multiple channels to create consumer awareness. •Print media advertisements, Audio Campaigns, Video Campaigns are being used for consumer information and education about initiatives like Insurance Ombudsman channel.•National Consumer Helpline has been set up by Ministry of Consumer Affairs, Government of India. It provides a national toll-free number - 1800 11 4000

LOGO OF JAGO GRAHAK JAGO

• National level-media awareness campaign, started by Govt of India.

• The consumers have been facing a number of hardships such as defective goods, deficiency in services, unfair trade practices and also restrictive trade practices.

• Thus, Jago Grahak Jago impacted the society in many ways by:

increasing the level of educationeducating the consumersreducing the economic disparityending the ignorance

POLIO ERADICATION PROGRAMME

• Pulse Polio is an immunisation campaign established by the government of India in 1995-96 to eradicate poliomyelitis (polio) in India by vaccinating all children under the age of five years against polio virus.

• Vaccination against Polio started in 1978 with Expanded Program in Immunisation (EPI).

• By 1984, it was successful in covering around 40% of all infants.

•  But the number of reported cases of polio also declined from 28,757 during 1987 to 3,265 in 1995.

• In 1995, India launched Pulse Polio Immunisation Program along with Universal Immunisation Program which aimed at 100% coverage. 

• Further in 2005, Amitabh Bachchan was appointed as the goodwill ambassador for polio UNICEF programme  and has since fronted their polio eradication programme successfully. 

• In 2012, the World Health Organisation (WHO) had taken India off the list of polio endemic countries. Amitabh Bachchan was honoured for his contribution to the cause. 

• Hence, it shows that advertisements have a great impact on the society.

ANTI SMOKING ADVERTISEMENTS & CAMPAIGN IN INDIA

• The Cable Television Network (Regulation) Amendment Bill, in force since 8 September 2000, completely prohibits cigarette and alcohol advertisements.

• There have been several advertisements on cigarette smoking .

• With effect from 2 October 2012, the government began screening two anti-tobacco advertisements, titled "Sponge" and "Mukesh", in movie theatres and on television. It is also mandatory for theatres to display a disclaimer on-screen whenever smoking scenes are depicted in the movie

Front of a Gold Flake Kings box,

sold in India, displaying the old pictorial warning

“BETI BACHAO”

• Save girls, save the girl child, is a campaign in India to end the gender-selective abortion of female foetuses, which has skewed the population towards a significant under-representation of girls in some Indian states.

•  The "Beti Bachao" campaign is supported by human rights groups, non-governmental organizations, and state and local government in India.

• Madhuri Dixit has been chosen as the brand ambassador for the same.

Indian Prime Minister Narendr

a Modi at the launch of Beti Bachao, Beti

Padhao ("Save the girl child,

educate the girl child")

campaign.

Attitudinal Change in society through advertisement

• Advertisement can change the attitude of people towards brand. Results of survey conducted on consumers regarding attitudinal change stated that

• 60% of total respondents totally agreed that advertisement could change their attitude towards brand. 25 %disagreed about this issue. 5% strongly agreed that their attitude had changed or could be changed towards brand by watching ads.

• Today advertisement cab do wonder to any product if put properly. In real life we can find many examples to state this statement.

TANISHQ CAMPAIGN

• The latest Tanishq campaign works on the idea of a woman's remarriage. This ad is remarkable also for touching upon another aspect of the Indian psyche where a dusky woman is able to hold her own and remarry a man of her choice.

HASSI BROTHERS' CAMPAIGN FOR FEVIKWIK

•  The Hassi Brothers' campaign for Fevikwik is Pidilite's attempt at changing the society's consumerist attitude and reminding them that recycling is socially responsible behaviour.

OLA CABS#CHALONIKLO CAMPAIGN

• Chalo Niklo is a theme that the smartphone generation will relate to. OLA believe personal transportation is like any other daily use product or service. Traditionally, cabs were being considered by customers for one-off or planned travel but with Ola’s mobile app available, consumption patterns have significantly changed.

• You no longer will have to stand on the roads and wait for autos, haggle with them, or struggle for change to settle the fare. 

• OLA started off with the sedan category in most cities. So, many people referred to the sedan category as the flagship. If you look at the largest growing category, it is mini. Mini is the entry-level car category and is offered at Rs 10 per kilometre. This makes it cheaper than autos in a city like Bengaluru. I think that’s a great price point for people to choose cabs as their primary mode of transport.

OLXCAMPAIGN

• OLX encourages us to get rid of old stuff at home.

• This changed the attitude of people towards selling and buying of old goods based on the belief that one man’s trash can be another man’s treasure.

EFFECTIVENESS OF ADVERTISEMENT IN DEVELOPMENT OF

SOCIETYADVERTISING can be an agent of social change and empowerment.ADVERTISING is influenced by the culture of a society and in turn it impacts the views of the society. Ads don't just sell us cars, beauty products or clothes. They also sell us a lifestyle by celebrating a certain way of living or thinking.

BRAVE AND BEAUTIFUL – DABUR VATIKA SALUTES

FEMALE CANCER SURVIVORS

• The campaign is path-breaking in the sense that for the first time a brand is talking not about the ordeal of Cancer but about the reboot of life post that. It’s not about one’s fight with the disease but with yourself when you have already defeated your biggest enemy. 

• In the history of Indian hair advertising, this is the boldest take that any hair brand has taken so far. For a hair brand, it takes guts to say ‘some people don’t need hair to look beautiful’. It’s almost like a reverse connection between the brand and the cause.

TOI CAMPAIGN Tum chalo, toh Hindustan chale!’

• It’s one of the various promotional ads for the Lead India initiative(another reality show) by the Times of India group. It’s written by Gulzar Saab, music by Shankar-Ehsaan-Loy, and sung by Shankar Mahadevan. It’s being termed as the new anthem.

• The “different” aspect, however, of this reality show is that it promises to deliver leaders (or politicians) who have the potential to lead and to change things that we all keep complaining about, but never stand to oppose. 

• The advertisement convey a very simple message –have a pride in your existence and your actions. Nothing is “big” enough for you.

Tata Tea Jaago Re campaign

• In the year 2007, ‘Jaago Re’ launched its very first campaign with an aim to ‘awaken’ the entire nation to the fact that they tend to hold the government accountable to various mishaps and encouraged them to participate in the functioning of the country’s politics by voting.

2010 - 2011 : Khilana Bandh, Pilana Shuru

• Khilana Bandh was primarily aimed at establishing the fact that corruption can be combated if the citizens of the country did not engage in bribery.

2011 - 2012 : Soch Badlo

• ‘Soch Badlo’ was aimed at bringing to light the positive stories within the country.

2012 - 2013 : Choti Shuruaat

• With Women's Rights and safety,  The objective of this campaign was to encourage

individuals to make small gestures of change towards

eliminating preconceived notions that cause Gender

Stereotyping.•  In this infomercial, Shah Rukh

pledged that he would places names of actresses in his

movies, before his own - a trend that was yet unseen in

conventional Bollywood cinema till date.

2013 - Ongoing:Power Of 49• The current Jaago Re

campaign has centred on women's empowerment. The campaign aims to encourage women - who are 49% of the electorate - to vote as a block in the 2014 Indian General Election, increasing their ability to collectively demand attention and action from election candidates to make changes in their election manifestos towards more women's safety and welfare focussed measures.

Total sanitation campaign -Government of INDIA

• The main objectives of the TSC are as under: • Bring about an improvement in the general quality of life in the rural

areas. • Accelerate sanitation coverage in rural areas. • Generate felt demand for sanitation facilities through awareness

creation and health education. • Cover schools/ Anganwadis in rural areas with sanitation facilities

and promote hygiene education and sanitary habits among students. • Encourage cost effective and appropriate technologies in sanitation. • Eliminate open defecation to minimize risk of contamination of

drinking water sources and food.

Vidya Balan as brand ambassador for sanitation campaign

CONCLUSION

• Marketers should use consumer behaviour very effectively. Brands which are suffering from poor product image, should take this strategy in order to change their position. They can improve their product quality and then advertise their product in right time, right place and in right way