Ek Acchi Aadat!
A thought provoking campaign that questions the negative environment that surrounds us and its impact on our younger generation.
NDTV Imagine's challenging new campaign 'Ramayan - Ek Acchi Aadat' reiterates the need for inspiring and positive programming in these trying times...programming that keeps us rooted even as we progress, programming that can be enjoyed by the entire family!
The communication seeks to alert adult audiences to the dangers - crime, warped social and value systems, mindless entertainment - that impressionable young minds - our children - are subjected to, almost on a daily basis.
The Ramayan - India's greatest epic, on the other hand teaches lessons of love, brotherhood, loyalty, charity, fairplay and goodness - values that are an intrinsic part of our culture - in an entertaining manner. The show airs every night Mon-Thu at 9.30 pm, and is already a favorite amongst family audiences, reaching over 80 million viewers across India in different languages - combining to make it the most viewed show in the country.
Conceptualized by Prasoon Joshi (of Rang De Basanti & Taare Zameen Par song lyrics fame) and the team at McCann Ericsson, this multimedia campaign will cover TV, outdoor, radio and below the line activities across various cities in the country. The ad film has been directed by renowned director Pradeep Sarkar (Parineeta).
"Television today is a very important part of everyday life for people across all ages. An inherent danger of this is that content today is catering to a wide variety of audiences and age groups. It is very difficult to monitor what children are viewing today and equally difficult to comprehend the extent these stimulants have on their young minds. This campaign attempts to sensitize people to this reality whilst at the same time reminding them of the positives that television has to offer. Stories like the Ramayan are great narratives with good, strong values that can be imbibed by all. I am very pleased with the way the campaign has turned out and I do hope that we can awaken audiences to the impact of what they are being exposed to", states Prasoon Joshi.
The stories in the campaign trace situations that arise in normal, middle-class households, highlighting the often 'grown-up' behavior of young children to adult situations.
Ramayan…Ek Acchi Aadat is the second phase of communication for Ramayan
