MAM

Driving home the message - safe sex as a 'man' thing

MUMBAI: 'Aap Kis Tarah Ke Aadmi Hain?' (What kind of

a man are you?). Are you man enough for safe sex? Quite a hard hitting line with an equally important message. Especially when one sees the whole campaign.

Also, you don't have to be a finalist of KBC to guess that this campaign is aimed at propagating safe sex, leading to prevention of further spread of HIV cases.

 

 

Breakthrough, an international human rights organisation, yesterday unveiled its latest campaign aimed at drawing attention to the problem of the growing HIV/AIDS in India.

The campaign, conceptualised in a dialogue format, dwells upon equality within marriages and encourages condom use among men. The campaign has great intrinsic value in India wherein a male

dominated society usage of condom is by and large frowned upon.

A deep, yet sensitive, voice of a woman reveals her innermost thoughts that cannot be spoken out aloud. Her thoughts revolve around the male insensitivity towards women across different situations in life, which finally leads to lack of responsibility to practice safe sex within and outside marriage.

The campaign has been developed by McCann Erickson, spearheaded largely by the company's South Asia and South East Asia creative director Prasoon Joshi on a pro bono basis.

According to Joshi, "Creating a campaign on women and HIV/aids was a real challenge and I tried to understand what a woman would say to her husband in a complex situation like this."

 

 

Media being used for this campaign include television, radio and print in seven languages, which are Bengali, Hindi, Marathi, English, Kannada, Tamil, and Telugu.

A music video has also been shot to the song Maati from Mann Ke Manjeere that has been sung by Shubha Mudgal, written by Joshi and composed by Shantanu Moitra. The video features Mandira Bedi and Sameer Soni and has been executed by Red Ice Films.

Several media houses have come on board as partners that speak largely about their concern for social causes. The organisations that will support this campaign include Indian pubcaster Doordarshan, Star, Sony, NDTV, Sun, Dainik Bhaskar, Radio Mirchi, Amar FM

and Rediff.com. Additional supporters include PVR and Jindal Vijaynagar Steel.

Apart from the 360 degrees multi media campaign, Breakthrough will continue conducting workshops and educational initiatives with students, homemakers, medical and legal professionals and other groups to encourage a deeper understanding of HIV/AIDS and human right issues in India.

This is, probably, for the first time a campaign encourages married couples to get involved in a dialogue on gender relations and HIV/AIDS raising the whole issue from the viewpoint of women.

Breakthrough India ED Mallika Dutt added,"This campaign is path breaking because it encourages a more equal relationship between man and woman to prevent further spread of AIDS."

That India is sitting over an AIDS bomb is putting things mildly. The country has had a sharp increase in the estimated number of HIV infections, from a few thousand in the early 1990s to around 5.1 million children and adults living with HIV/AIDS in 2003. According to statistics available, 800 every night get infected in Mumbai alone.

Breakthrough hopes to spark a public dialogue about difficult, but necessary, issues like "fidelity, protection from HIV/AIDS and communication within a marriage."

However, the theme is not preachy in nature. Dwelling on the same, Joshi said that the theme revolves around safe sex and is not meant to preach anything. "Infidelity is a personal issue and we are not here to give moral lessons," he explained.

It'd be interesting to see how the campaign is viewed by Indians, especially the target audience of women.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/24/Nishi%20Kant-800x800.jpg?itok=uIvLqDHm
Dentsu Webchutney ropes in Nishi Kant as EVP & Mumbai head

MUMBAI: Dentsu Webchutney, a digital agency from the Dentsu Aegis Network, has appointed Nishi Kant as EVP & Branch Head- Mumbai. Kant will lead the charge for the agency’s Mumbai office. He will be reporting to Dentsu Webchutney co-founder & CEO Sidharth Rao. This is Nishi’s second stint...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/24/Promax.jpg?itok=nzXQfrVi
Promax & TSBI create quirky campaign

MUMBAI: Promax has brought on board, Digital first branding agency, The Small Big Idea (TSBI), to partner with them for the upcoming awards ceremony. TSBI recently kickstarted with an innovative social media campaign to announce the key note speaker for the event.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/bjp%20%281%29.jpg?itok=p3JIhNdY
BJP, Lever rule brands, advertisers lists in Feb 2017 so far

The Bharatiya Janata Party (BJP) was the top brand in terms of television advertisement insertions for the month of February 2017 so far for weeks 5, 6 and 7 (Saturday 27 January 2017 to Friday, 17 February 2017).

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/sumanta-vikas.jpg?itok=Hc8DNKOb
HDFC hires LinTeractive for two-wheeler insurance campaign

MUMBAI: HDFC Ergo General Insurance Company has appointed LinTeractive, the digital agency of MullenLowe Lintas Group, to put together a digital campaign for its two-wheeler motor insurance products. Through this campaign, HDFC Ergo aims to reach out to its consumers and communicate the importance...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/Phogat-launches-Godrej.jpg?itok=OiCtOuiL
Phogat launches Godrej Interio healthcare range

MUMBAI: Godrej Interio, India’s leading furniture and interior solutions brand, launched a new health awareness campaign-sleep@10. Launched by Olympian, Geeta Phogat, the campaign was born during the product development stage of their healthcare range. #sleepAt10 is an initiative that aims to...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/tcs%20%281%29.jpg?itok=rFDnrXZe
Japanese Super Formula: TCS named title sponsor of championship team

Tata Consultancy Services, a leading global IT services, consulting and business solutions organization, today announced that it has been named the title sponsor for team Nakajima Racing in the Japanese Super Formula Championship 2017 series.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/ashish%20%281%29.jpg?itok=y3ndaYCZ
DAN, a friend in need

InDeed, Dentsu Aegis Network’s newly launched CSR Advisory, will facilitate corporate investments by companies in Corporate Social Responsibly, through insights & a brand-led approach.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/shergill%20%281%29.jpg?itok=ot1krGRJ
Pitchfork Partners hired by Nyka Events

Nyka Events, a premier event agency based out of Mumbai, has signed on Pitchfork Partners Strategic Consulting LLP to advise them on delivering various change management initiatives the firm is currently exploring to take the organization into the next phase of its growth cycle.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/Yepme.jpg?itok=RspIrgeY
Online fashion brand Yepme expands into Europe

MUMBAI: Yepme announced its plan to expand into Europe. The company has launched uk.yepme.com to service customers across UK. The brand footprint is also being extended beyond its own webstore across Europe through presence in a large online marketplaces in the UK, Germany, Italy, France and Spain.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories