CHANAKYA NATIONAL LAW UNIVERSITY

A PROJECT OF
MARKETING MANAGEMENT
ON
“POLIO AWARENESS PROGRAMMES
TELECASTED BY DOORDARSHAN”

SUBMITTED TO: SUBMITTED BY:

Dr. Manoj Mishra Shreya Sinha
(Faculty of Marketing Management) Roll No. - 1648
Semester – 2nd
B.BA LL.B
Session – 2016-2021

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 DECLARATION BY THE CANDIDATE

I hereby declare that the work reported in the BB.A. LL.B (Hons.) Project Report entitled
“POLIO AWARENESS PROGRAMMES TELECASTED BY DOORDARSHAN”
submitted at Chanakya National Law University, Patna is an authentic record of my work
carried out under the supervision of Dr. Manoj Mishra. I have not submitted this work
elsewhere for any other degree or diploma. I am fully responsible for the contents of my
Project Report.

(Signature of the Candidate)

SHREYA SINHA
Chanakya National Law University, Patna

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 ACKNOWLEDGEMENT

“ IF YOU WANT TO WALK FAST GO ALONE

IF YOU WANT TO WALK FAR GO TOGETHER”
A project is a joint endeavor which is to be accomplished with utmost compassion, diligence
and with support of all. Gratitude is a noble response of one’s soul to kindness or help
generously rendered by another and its acknowledgement is the duty and joyance. I am
overwhelmed in all humbleness and gratefulness to acknowledge from the bottom of my
heart to all those who have helped me to put these ideas, well above the level of simplicity
and into something concrete effectively and moreover on time.
This project would not have been completed without combined effort of my revered
Marketing Management teacher Dr. MANOJ MISHRA whose support and guidance was the
driving force to successfully complete this project. I express my heartfelt gratitude to him.
Thanks are also due to my parents, family, siblings, my dear friends and all those who helped
me in this project in any way. Last but not the least; I would like to express my sincere
gratitude to our Marketing Management teacher for providing us with such a golden
opportunity to showcase our talents. Also this project was instrumental in making me know
more about the polio awareness programmes telecasted by Doordarshan. This project played
an important role in making me understand more about the different Polio awareness
programmes telecasted by Doordarshan. It was truly an endeavour which enabled me to
embark on a journey which redefined my intelligentsia, induced my mind to discover the
intricacies involved in idea marketing.

Moreover, thanks to all those who helped me in any way be it words, presence,
Encouragement or blessings...

- Shreya Sinha
- 1st Semester
- B.BA LL.B

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 TABLE OF CONTENTS

Acknowledgement…………………………..…………………………………………………3

Table of Contents……………………………………………………………………………...4

Aims and Objectives…………………………………………………………………………..5

Hypothesis……………………………………………………………………………………..5

Research Methodology……………..…………………………………………………………5

1. Introduction………………………………………………………………………….6-8

2. Doordarshan………………………………………………………………………..9-11

3. Idea Marketing Used in Polio Awareness Advertisements……………………….12-14

4. Various Polio Awareness Ads Telecasted By Doordarshan……………………...15-20

5. Findings and Suggestions………………………………………………………...21-23

6. Conclusion………………………………………………………………………..24-25

Bibliography…………………………………………………………………………………26

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 AIMS AND OBJECTIVES

With this project the Researcher intends to find out the following:
1. The different types of ideas used for promoting the polio awareness campaign.
2. The programmes telecasted by Doordarshan for promoting the campaign.
3. Importance of idea marketing.

HYPOTHESIS

The researcher has formulated the following hypothesis, the validity of which was checked in
the course of completion of this project:
1. Communication is essential in order to seek relevant information for critical decisions.
2. The basic purposes of communication are:
a.) Control
b.) Motivation
c.) Emotional Expression
d.) Information
3. Communication networks define the formal and informal channels by which information
flows.
4. Various skills are like interpersonal skills; feedback skills, writing skills, negotiating skills
etc. are required for effective communication.
5. There are various barriers to the effective communication like process barriers, physical
barriers, semantic barriers, social barriers etc.

RESEARCH METHODOLOGY

The researcher has used both doctrinal method of research for the accomplishment of this
project.
The researcher has used various library sources including books, articles, reports, e-articles
and internet sources extensively.

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 INTRODUCTION

"You will never win fame and fortune unless you invent big ideas. It takes a big
idea to attract the attention of consumers and get them to buy your product.
Unless your advertising contains a big idea, it will pass like a ship in the night."
- David Ogilvy

There’s a famous story, or perhaps an urban legend, about George Eastman, the founder of
Kodak. Legend has it he went into a sales meeting and was asking his sales team, “What do
we sell?” The first reply and obvious answer was, “We sell cameras.” Then someone else
said, “No, no, we sell photographs.” And, then another said “No, no, we sell film.” Then
George replied, “No, no, no… We’re in the business of selling memories.”
A similar story is told around Revlon. They’re not selling cosmetics. They’re selling dreams
in a bottle.
Barack Obama is now the US President. What was he selling? No, it wasn’t about him getting
elected. Nobody apart from Barack and his Mum really cared about that. He was selling
change and progress. Or more accurately, he was selling a better future! People voted for him
because they believed he could deliver them a future that was better than the other guys.
And, that’s what Ideas Marketing is all about. It’s a bit like Lance Armstrong’s book title: It’s
not about the Bike!
 George Eastman knew it wasn’t about the camera.
 Revlon know it’s not about the beauty cream.
 And, Obama knew it wasn’t about the election.
When you’re selling an idea you’re always selling a better future. And, any product and any
service is really just an idea in physical form or linked to people acting in a particular way.
Idea marketing is the marketing and selling of a future possibility that your audience can live
into.1
Eastman wanted us to have a great future remembering all the great things we did and the
people we did them with – all recorded in a photograph. Revlon want us to live into the future
where we look and feel better about ourselves and, the same for Obama.

1
http://www.marketingbinder.com/glossary/idea-marketing/

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For you, Ideas Marketing is about inventing a future possibility and then building a product
or service to deliver on that promise. Big Idea in marketing and advertising is a term used to
symbolize the foundation for a major undertaking in these areas - an attempt to communicate
a brand, product, or concept to the general public, by creating a strong message that pushes
brand boundaries and resonates with the consumers. The Big Ideas are the concepts or
principles central to the lesson. They anchor or connect all of the smaller. ideas in a lesson.
Big Ideas: Facilitate the broadest acquisition of knowledge.2

The Big Idea can do many things:

 Change pop-culture
 Transform a language
 Start a business

The management of Big Ideas is more important now than ever before, because the market is
flooded with idea creators, media coverage is constantly increasing and the number of
professionals able to deal with idea assessment is scarce.

Creation of Big Ideas

The creation of a Big Idea can be described through two main approaches:

Spontaneous

Not forcing yourself into anything, allowing the Idea to form naturally from the marketing
challenge you are facing. As advised by George Lois:

 Start out blank, with an open mind, make no assumptions

 Forget the trends and traditions surrounding you
 Do not concentrate on creating the Big Idea, "you snare it from the air as it floats around
you"3

Research

Collect valuable information from consumers by the using qualitative and quantitative
research. Steps:

 Create list of ideas

2
https://en.wikipedia.org/wiki/Big_Idea_(marketing)#Significance
3
https://en.wikipedia.org/wiki/Big_Idea_(marketing)#Spontaneous

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 Collect data from consumers
 Assess the list, considering the information gathered.

Characteristics:

Characteristics of idea marketing are:

1. It creates an emotional connection with the public

2. It is distinct, re-imagining the way we think, act or feel
3. It has value as a topic for discussion, due to being resonant and meaningful
4. It pierces through any cultural and ethnical borders, connects with people at a deeper
level
5. It is universal, can be communicated across all media platforms4

4
https://en.wikipedia.org/wiki/Big_Idea_(marketing)#Characteristics

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 DOORDARSHAN
Doordarshan is an autonomous Government of India founded public service broadcaster
which is owned by Broadcasting Ministry of India and is one of two divisions of Prasar
Bharati. It is one of India's largest broadcasting organisations in terms of studio and
transmitter infrastructure, having been established on 15 September 1959. Recently, it has
also started broadcasting on digital terrestrial transmitters. DD provides television, radio,
online and mobile services throughout metropolitan and regional India, as well as overseas,
through the Indian Network and Radio India. Since its inception on 15th September 1959,
Doordarshan, the sole public service television broadcaster has served the mandate of public
service by imparting public interest information. Doordarshan, today, is one of the largest
broadcasters in India with the widest audience reach through its satellite and terrestrial
networks. With the mandate of safeguarding citizens’ rights to be informed on all matters of
public interest while paying special attention to the fields of education, literacy, agriculture,
women, children, rural development, environment, health & family welfare and science &
technology, adult education, youth, civic sense and public awareness, science & technology,
natural calamities and epidemics, Doordarshan strives to create a holistic environment for
messages and government schemes to be popularised through this medium.5
From the very beginning Doordarshan has earmarked a sizable chunk of its time for
telecasting various programmes to provide media support to socio-economic development
activities of the country. Keeping in view the communication needs of the government
departments and ministries in a developing country, Doordarshan started the Development
Communication Division of Doordarshan in 2001. The concept was born out of a need to
offer government partners including ministries, departments and public sector undertakings,
turnkey solutions to their information dissemination needs, while covering all aspects of
media planning, software production, scheduling and impact evaluation. Development
Communication Division provides a single window facility for marketing of airtime and
production capability, consultancy and customized media planning, production of
programmes in countrywide Kendras in regional languages, feedback and research surveys to
the clients. With a near 100% audience reach in the country, Doordarshan is in a unique
position to provide multilingual production from 64 production centres in 20 Languages and
3 Dialects. DCD offers its clients campaigns that specialize in understanding ground level
realities of audiences and strive to inculcate the same in programming. Doordarshan offers

5
http://www.comminit.com/polio/content/kalyani-television-and-club-campaign-india

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the exclusive option of creating a wide range of programmes from both the Fiction and Non-
fiction category, customised as per the requirements of the Ministry with Outdoor shoots and
exclusive DCD offers collaborative opportunities to the government departments/ ministries/
PSUs to disseminate information though Public Service.6
Advertisements (PSAs) comprising high volumes of bonus airtime spread across different
linguistic zones, transparent systems and rates, launching of campaigns at the shortest notice.
Till date DCD has worked with the Government to produce programmes on a wide range of
subjects, including flagship programmes under the banner of Health & Family Welfare,
Drinking Water and Sanitation, HRD, Rural Development, HUPA, Power etc. Some of
prominent projects of DCD highlight investor’s protection, tribal affairs, adult education,
rural development, petroleum conservation, consumer affairs, corporate affairs, postal life
insurance, environment and forest etc. Also, it has seen brilliant collaborative ventures such
as the HIV/AIDS campaign with NACO, campaigns with UNICEF and BBC World Trust
Service.

Apart from customized programme campaigns, Doordarshan being a public service

broadcaster becomes the obvious choice of various ministries to disseminate information on a
wide array of public interest issues and matters: Health campaigns pertaining to health issues
like cardio vascular diseases, RCH, Blindness, Deafness, HIV/AIDS, H1N1, Avian Flu and
other seasonal fevers and epidemics are run through DCD. One of the very successful

6
https://en.wikipedia.org/wiki/Doordarshan

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campaigns titled, ‘Do Boond Zindagi Ki’ is the very popular polio campaign led by Shri.
Amitabh Bachchan as the brand ambassador.
Other social awareness campaigns like Swatch Bharat Campaign (cleanliness), Jago Grahak
Jago (consumer awareness), Beti Bachao – Beti Padhao (save girl child & promoting
education for girl child), Bell Bajao (against domestic violence) and so forth have been
telecast through the DD Network.
Not only this, rural development campaigns on MNREGA, prominent rural
Welfare schemes, Pradhan Mantri Gram Sadak Yojana and Indira Awas
Yojana have also been promoted on DD platform. The finance ministry campaigns on Income
Tax, Advance Tax, Customs Tax and many more have been given a platform on DD
Network. The Ministry of Women and Child Development’s campaign on nutrition and Road
safety campaigns have also been promoted through the DD platform. Being the favored
channel in rural areas, the agriculture campaigns like Kisan Call Centre, Kisan Vikas Patra,
Usage of fertilizers, Usage of Pesticides and Kisan Credit Card, have formed a part of
campaigns. Minority Welfare Campaigns like Pre and Post Matric Scholarship, Sabka Sath-
Sabka Vikas and Disabled Welfare campaigns fall under DCD campaigns.7

7
https://en.wikipedia.org/wiki/Doordarshan#Early_national_programming

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 IDEA MARKETING USED IN POLIO AWARENESS
ADVERTISEMENTS

A marketing programme is nothing but the marketing of ideas. We come across marketing of
ideas very frequently. Advertising campaigns regarding birth control, persuading people to
quit smoking, against drinking and using drugs, regarding polio awareness come under the
social welfare campaigns. Pollution control ads released by the Directorate of Audio Visual
Publicity (DAVP) of the Government of India from time to time to reduce and control the
pollution are some of the ads that are related to the marketing of ideas. Social welfare
campaigns, environmental protection ads, wildlife protection ads, pollution control ads and so
on, are regarded as marketing of ideas.
Some Examples that describe idea marketing against pollution are:
i. Clean Ganga Campaign
ii. Kolkata’s Leather Pollution
Some Examples that describe idea marketing for social welfare are:
i. Pulse Polio Programme

Marketing of ideas especially social welfare campaigns in India are very effective and are
being used widely by various government and non-government organizations. For instance,
the ads relating to the eradication of polio from the country had been effective and almost
100% of the polio causing virus had been removed from the country. Advertising campaigns
regarding birth control had been running successfully for several decades. NGOs like CRY
(Child Rights and You), CARE, etc. have been effectively marketing their ideas, such as
contributing to the education of children and donating human organs (after death). These
agencies have been using celebrities extensively for promoting their ideas. Aishwarya Rai
Bachchan, Amitabh Bachchan, Rahul Dravid, Shah Rukh Khan, etc. are some of the famous
celebrities endorsing various social welfare causes.8
In 2002, UNICEF approached the most popular Bollywood star Amitabh Bachchan to be the
ambassador for the polio programme in India. Since then the top celebrity has been the face
of the polio programme. His appeal to the masses through TV and radio spots, beamed across
the country ahead of each polio round, helped garner community support to the polio booths.

8
Marketing Management ICFAI Centre for Management Research

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The mass media campaign also figures a number of other Bollywood stars and cricketers
along with Mr Bachchan.
Branding of all polio information, education and communication (IEC) material with bright
yellow, pink and blue, consistently in every state has given a distinct and unique identity to
the programme. Polio posters and banners are easily recognized by the community in any part
of the country.
Logos and taglines for the programme have evolved with the changing programme needs.
The first tagline being ‘do boond zindagi ki’, (two drops for life) to advocate with the
community the importance of the two drops of polio. This was followed by ‘har bachcha har
bar’ (every child every time) to reinforce the message of the need for repeated doses. The
present ‘aapka bachcha har bar’ (my child each time), puts the onus on parents to protect their
child against polio.
Focusing on the most vulnerable migrant and mobile populations, polio posters advocate for
“where ever you go where ever you stay, ensure polio immunization (jahan bhi jao, jahan bhi
raho, polio ki khurak zaroor pilao). Posters and banners with these messages are strategically
displayed at border transit points along identified routes of people on the move such as at
international borders posts with Nepal and Pakistan, and in states hosting construction
workers and farm and industrial workers, especially from the polio endemic areas. Before
each polio round polio posters are put up in huge numbers in the polio high-risk areas to
ensure the community is notified of the booth day and polio immunization week.
Other than Mr Bachchan, other celebrities from the film and sports worlds have been engaged
to mobilize the community. Film star Farooq Sheikh, and famous cricketers like Mansur Ali
Khan Pataudi and Ravi Shastri have visited high risk areas and addressed the families who
were refusing to give their children the oral polio vaccine. These interventions helped break
refusal.9
With cricket being the most popular game in India, cricket stars and teams have been engaged
to endorse the message on polio immunization. International events such as the T20 series in
Colombo, the India-Pakistan test series and One Day International, the India-West Indies test
series, and India specific tournaments such as Ranji Trophy and IPL have all been effectively
used to reinforce the message to Bowl Out Polio.
Media is a critical partner for the programme. Media reports are tracked and analyzed at the
national, state, district and block levels. Advocacy meetings, briefings and field trips are

9
https://www.nhp.gov.in/pulse-polio-programme_pg

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ongoing to share with the media the challenges, initiatives and programme updates. These
initiatives are intense in high priority areas or where rumours and community concerns need
to be addressed.
A strong partnership has been built with the electronic media, especially radio, ever since the
programme shifted focus to the migrant and mobile populations. Radio is the most effective
way to reach people on the move. A series of capacity building workshops to weave health
messages into existing entertainment programmes has been rolled out covering all private and
primary radio channels across India. As a result, at the time of all polio immunization
campaigns, radio jockeys remind parents of the ongoing round while they entertain their
audiences with jokes, songs and drama.
Frequent engagement with editors and reporters of local and language dailies, popular among
target populations, has helped counter rumours in the community and ensured positive
reporting on polio.10
The Governments at the national, state and district level provide the key spokespeople to
respond to and address the media. The partner agencies support governments with content
and updates and help build a two-way communication channel between government and
media. There are clear protocols within each partner agency as to who would respond to a
media query. Not everyone speaks, and those who do stick to the messages developed with
the consensus of all partners. Whether pre-empting media interest or to responding to media,
the partners come to an agreement on the response. Talking points are shared with all of the
identified spokespeople. A proactive approach and consistency of response to media has
helped build the polio programme’s credibility.11
Rotary leads political advocacy at the highest level, engaging with state heads and top level
bureaucrats. The engagement of top politicians has helped send out a clear message of strong
government ownership of the programme. UNICEF and partners WHO and CORE advocate
with programme managers, religious leaders and institutions, community leaders, elected
representatives, medical associations, medical practitioners, and small and big businesses like
construction companies, brass factory owners, managers of brick kilns etc. This has helped
build strong community ownership of the programme.

10
https://www.nhp.gov.in/pulse-polio-programme_pg
11
https://www.ncbi.nlm.nih.gov/pubmed/10829972

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 VARIOUS POLIO AWARENESS ADS TELECASTED BY
DOORDARSHAN

Advertisement 1

12

This polio eradication programme starring Amitabh Bachchan was telecasted in 2006. In this
advertisement Mr. Bachchan first of all reprimands the people as there were a very few of
them at the polio booth. He then requests everyone to take their children to the nearest polio
booths for the polio vaccine. In the last he says that he wants to eradicate polio from India
and everyone should support him for the cause.
The ad is very catchy as it begins with Mr. Bachchan’s scolding, and this would seek the
attention of people and they would continue watching the ad and then the important things
would be told like the dates of the vaccination and all. Hence, this is a very good way of
seeking the attention of the people towards the ad as most of them tend to ignore the
advertisements while watching television.

12
https://www.youtube.com/watch?v=QEqPQ6kmJUQ

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Advertisement 2

13

This ad was also telecasted in 2010. This ad begins with the sarcastic comment of Amitabh
Bachchan where he says that some of the people consider themselves as the doctors of polio
because they stop vaccinating their children after 4-5 vaccinations. Then he calls Sachin
Tendulkar and asks that how would we feel if Sachin gets out after making 5-10 runs. Sachin
then tells that to be safe from polio one must take all the vaccines and not stop after just 4-5
vaccines. Here both of them convey that if we want the victory of India against polio we must
make the children from 0-5 years take all the vaccines of polio regularly.
This is a very good and innovative way of advertising because in India Sachin Tendulkar is
considered to be the God of Cricket and Amitabh Bachchan is equally adulated. If both these
iconic personalities advertise something like this it is sure to be a success. Moreover, the
content is very natural as Amitabh Bachchan is talking to Sachin about cricket and
simultaneously comparing it to the victory against polio. This helps in seeking the attention
of viewers as well as conveying the message which needs to be conveyed.

13
https://www.youtube.com/watch?v=4hC8N4qo6BQ

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Advertisement 3

14

This ad was telecasted in 2010. The ad begins with a very angry Amitabh Bachchan who says
that after all the excuses people come up with for not vaccinating their children with the polio
vaccine they have come up with a new excuse of casteism. He is very upset that people do
not vaccinate their children on the basis of the caste or religion they belong to. Then enters
Shah Rukh Khan, he supports Mr. Bachchan and tells that his anger is justified as the polio
vaccination has nothing to do with the caste or religion of the children and every child should
be vaccinated irrespective of the caste he/she belongs to. Shah Rukh Khan also tells that he
makes sure his children are vaccinated every time they need to be.
This ad would create a very good impact on the viewers as the ad is based on caste and
religion and the two people advertising belong to different religions. India is a country where
the people follow their religion blindly. And it may be very true that some people might not
be vaccinating their children because they belong to a certain caste or religion. So, to make
people aware that the polio vaccination has nothing to do with their religion there can be no
better way. India is a country where most of the population lives in rural areas and many
people are not literate. They follow others’ advice, so, when these two superstars convey this
message it is sure to make a huge impact on the people.

14
https://www.youtube.com/watch?v=YGLIlaHhGT8

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Advertisement 4

15

This ad was made under the directions of UNICEF and was telecasted in 2012. In this ad
Amitabh Bachchan tells that he has been requesting everyone to vaccinate their children since
a year but there are some people who never listen to him. But he is happy that some people
do listen and vaccinate their children every single time and for all those who do not listen he
asks if he should call a beautiful woman so they would listen to her. He then calls Aishwarya
Rai and goes away. Aishwarya Rai supports Amitabh Bachchan and tells that he has taken
out time from his very busy schedule to make everyone aware of the polio vaccine and yet
there are some people who do not listen to him. She on behalf of Amitabh Bachchan requests
everyone to vaccinate their children every time.
This is also a good way of advertising. Aishwarya Rai is also an iconic figure and is also very
famous at international level. People like her a lot and if she promotes this polio awareness ad
it is sure to make an impact and people will surely listen to her.

15
https://www.youtube.com/watch?v=wood7OFg0IE

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Advertisement 5

16

In this ad Amit Kishore who is a resident of Patna tells his story. He reminisces his childhood
and that whenever he fell ill his mother gave him medicines and they worked, when he
suffered from injuries his father would apply ointments and they also worked, but once the
polio virus caught him and he was struck with polio no medicine ever worked and he and his
parents were left with nothing but regret of not vaccinating him timely. Amit Kishore now is
a volunteer at a polio booth. He does not want any other child to suffer from what he has
suffered. He is very determined about eradicating polio from India. In the last segment of this
ad Amitabh Bachchan comes and supports Amit Kishore and requests every parent to
vaccinate their children everytime so they can avoid the misfortune Amit Kishore suffered
from.
This ad is very realistic and very innovative. Nothing can be better than sharing the real story
of a person who has suffered. It makes an impact on peoples’ sentiments and then they realise
the worth of the cause. Especially, in a country like India such ads have a strong impact on
the people. They believe in realistic story and moreover the person telling the story was no
superstar, he was just a commoner and was really struck by polio. This made the ad look
mare real and the people could connect to it. Hence, this is a great idea of advertising.

16
https://www.youtube.com/watch?v=o2JusHxizms

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Advertisement 6

17

This is the latest ad for polio awareness. The ad begins with some children playing in the
streets and one of them who is not wearing slippers gets hurt. Then comes Mr. Bachchan and
tells that he got hurt because he was careless and then says that India might be polio free but
the world is not and the polio virus may attack any time. He asks the viewers not to be
careless and vaccinate the children up to 5 years of age every time, to make sure polio never
attacks India again.
This ad is very important because since India is polio free people might be a little casual or
careless about vaccinating their children and this ad serves as a reminder to them about not
missing any of the vaccination dates. Also the content of the ad is also good, it begins with
children playing and from the very beginning it focuses on what impact carelessness can have
on our lives. This video serves dual purpose, one of reminding the people of the next
vaccination day and the other of a slight warning to the people who think that since India is
polio free there is no need of vaccinating their children.

17
https://www.youtube.com/watch?v=Ebj9jiDt3fo

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 FINDINGS AND SUGGESTIONS

 Findings

When polio cases peaked in India in 2002, with 1,556 cases being detected, Amitabh
Bachchan was made brand ambassador for the Polio Eradication Campaign. Bihar and Uttar
Pradesh accounted for the maximum number of cases for which resistance from communities
was one of the reasons.
“Initially, we were not getting as many mothers and children as we wanted, to come to
awareness camps. Then (ad guru) Piyush Pandey suggested that in my films I am known for
speaking loudly, so why could I not talk in the same manner in the polio ads,” Mr. Bachchan
told a gathering of polio workers.
When the ad began was aired, he added, in places where one or two mothers would come,
150 started coming. “When women were asked why, they replied that Amitabh ji has become
angry. We came because we don’t want to anger him further.” Mr. Bachchan, who offered his
services for further health campaigns, was speaking at a function to felicitate 23 lakh
vaccinators who have helped India remain polio free for the third year in a row.
Sharing the dais, Union Health Minister Harsh Vardhan recalled that when he started this
campaign as Delhi’s Health Minister in 1994, he would tell medics: “Future generations will
not forgive you for being callous. Until a single case is reported anywhere in the world, no
child is safe. We need to remain alert as 94 of the 123 cases last reported in the world are
from (neighbouring) Pakistan.”
Mr. Vardhan added that the success of the pulse polio eradication programme could be
replicated to eradicate other communicable diseases like measles, tetanus, filaria and kala
azar. “Our goal is the increase the Universal Immunisation Programme’s reach from 70 per
cent to 100 per cent,” he stated.
Unicef’s India representative Louis Georges Arsenault said eradication of polio would not
have been possible without the political will and commitment by successive governments. “A
few years ago nobody thought that India could do, but India did it,” he said.

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Due to the various polio awareness advertisements the number of Poliovirus cases decreased
every year and ultimately polio was eradicated from our country in 2012. This was possible
due to various forms of advertisements and advertisements on television were one of them
and also the most effective one.

Contribution of Various Medias in Polio Awareness

S. No. Response N = number of Percentage of

respondents respondents
1. TV Campaign 19 38
2. Hospital 13 26
3. Print Ads 11 22
4. Online Marketing 7 14
5. Polio Camps 5 10

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 Contribution of Various medias in polio
awareness

TV Campaign

Hospital

Print Ads Contribution of Various medias

in polio awareness
Online Marketing

Polio Camps

0 10 20 30 40

It is observed that most of the respondents’ i.e. 38% gained awareness about Polio though TV
campaigns. 26% of the respondents got awareness from hospitals, 22% through Print ads,
14% though Online Marketing and 10% from Polio Camps.

 Suggestions

The polio awareness advertisements on Doordarshan are doing quite well and with the
involvement of stars like Mr. Amitabh Bachchan, Aishwarya Rai Bachchan, Shah Rukh Khan
and Sachin Tendulkar, the advertisements have made a great impact on the viewers and this
has also helped in the eradication of polio from our country. But now that polio is finally
eradicated the viewers would not pay much attention to the ads and this might lead to a
problem as they may also stop vaccinating their children. So, in order to make sure this does
not happen the content of the ads must be changed. The developers of the advertisements
must show examples from different parts of India where polio was eradicated at first but later
on some cases were found or the countries where polio returned after it was eradicated. The
ads might also feature some of the actual victims and they could narrate their story and also
request the viewers not to stop vaccinating their children as it could result in an irreparable
damage. Some of the stars should also be included also the ambassadors of famous NGOs
working for polio awareness can also be a part of the advertisements.

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 CONCLUSION

In the early 2012, it was announced that it has been a year since any polio case had been
reported in India. Our country is on the brink of eradicating this disease which affects
thousands of children each year across the globe. In India, 1000 children suffered from Polio
every day as per the National Polio Surveillance Project. By 2007 the numbers had dropped
to 4 per day. This was a major milestone in Polio Eradication. Saurabh Tripathi, the WHO
Representative for India, has said that if this momentum is maintained, India will be eligible
to get the WHO Polio Eradication Certificate in a few years.
The Health Ministry and UNICEF have done a remarkable job in the eradicating polio
campaign. A wide range of workers and volunteers, from both inside and outside the health
sector, had been employed to deliver the polio vaccine and also to monitor progress in
virtually every area of the country; regardless of the infrastructure available. Further, high
level political advocacy and mass mobilization were utilized to the optimum benefit in this
programme. The real success of Polio eradication campaign lies in reaching out to the people
during each immunization round and making it a people’s campaign. There had been minor
setbacks due to lack of cooperation from Education and Child Welfare Departments in some
States; which fortunately did not deter the effective implementation of the programme.
The mass media, which is a powerful channel of information to the public, was also used to a
large extent in the campaign. For over a decade now, India has witnessed mass campaigns
and marketing strategies that had been adopted by the government. The message of polio
eradication was delivered in a variety of interesting ways with the help of media, such as
advertising the commercial advantages of polio vaccination on television. In the past, the
support from celebrities has helped to a large extent in reaching out to the people involving
them with the campaign. Actors like Amitabh Bachchan have previously helped in promoting
awareness about the eradication of Polio through television advertisements. The
advertisements came with a catchy tag line- “do boond zindagi ki” which became famous
throughout the country. Players of the IPL team Kolkata Knight Riders endorsed Polio
eradication in India. The team members administered Polio drops to promote this drive. This
initiative was a part of UNICEF’s “Bowl Out Polio” campaign.
The concept of Polio Ravivaar has also been instrumental in eradicating this disease. One
Sunday every month would be chosen, and children below the age of five were administered
oral polio vaccination across the country. The Sunday was popularly known as “polio

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ravivaar”. Government hospitals hoisted banners outside their buildings, informing the
public of this important day each month. Moreover, promotion of concept of health as a basic
right, supported by leaflets providing more information or reinforcing the message, would be
distributed to the public.
The global polio eradication initiative is headed by WHO, UNICEF, Rotary International and
the Centers for Disease Control and Prevention. In order popularize the campaign amongst
the higher strata of the society; Rotary International has launched airport baggage tags which
said- “End Polio Now”.
Jong- wookLee, WHO Director-General has said- “For polio campaigns to reach every child,
state and district-level governments must be committed and engaged. Only then can polio-
virus transmission be interrupted.”

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 BIBLIOGRAPHY
 Books

1. Marketing Management – A South Asian Perspective Philip Kotler, Kevin Lane

Keller, Abraham Koshy and Mithileshwar Jha / PEARSON EDUCATION
2. Marketing Management-Comprehensive Text, Best Practices, Corporate Insight Arun
Kumar & N. Meenakshi /Vikas Publications
3. Paul Baines, Chris Fill & Kelly Page, Essentials of Marketing (Oxford University
Press, New Delhi, 2013)
4. Marketing Management ICFAI Centre for Management Research

 Websites

1. http://www.comminit.com/polio/content/kalyani-television-and-club-campaign-india
2. http://www.marketingbinder.com/glossary/idea-marketing/
3. https://en.wikipedia.org/wiki/Big_Idea_(marketing)#Characteristics
4. https://en.wikipedia.org/wiki/Pulse_Polio
5. https://www.ncbi.nlm.nih.gov/pubmed/10829972
6. https://en.wikipedia.org/wiki/Doordarshan#Early_national_programming
7. https://www.youtube.com/watch?v=o2JusHxizms
8. https://www.youtube.com/watch?v=QEqPQ6kmJUQ
9. https://www.youtube.com/watch?v=Ebj9jiDt3fo
10. https://www.youtube.com/watch?v=wood7OFg0IE
11. https://www.youtube.com/watch?v=YGLIlaHhGT8
12. https://www.youtube.com/watch?v=4hC8N4qo6BQ

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