Many-a-times, reel life imitates real life and vice-versa. But what do you call it when the real life starts imitating the ad world?
It all started with the Lead India campaign. But the campaign and the work which followed was by and large organized, and watched over, by the campaign makers. The citizens were guided by them and to a good result. Though the initiative did not come from the people at first, they did take it up. Teach India was, and still is, a success story. Hundreds have registered for the campaign and go to government schools after college or work and do their bit. Those who couldn’t join on time, began tutoring underpriviledged children from the neighbourhoods in their own houses. The kids got taught. The elders got to take part in the movement without being directly involved.
Likewise, the Aircel tiger campaign has struck a chord with gen X, as can be seen in the facebook groups: ‘Stripey the cub’ and ‘Save tigers’. The fact that only 1,411 of these feline beauties have survived till 2008 is depressing. And that number is only of the 2008 census. So for all you know, there might be less than a thousand of them remaining.
You know, campaigns like these have come and gone. We have shaken our heads, we have clucked in disgrace, but have seldom taken action. This time around, however, the social networkers have decided to take it a step forward. Enthusiasts and concerned people from all across the country will be meeting on February 14 in their respective cities and make a plan to bring the issue to the government’s notice. It remains to be seen whether it would bring about any change. Yet, it cannot be ignored that an ad has sparked so much interest in a problem that was always there.
This morning I heard another. Remember the Idea Cellular ad where the neta wants to know if a particular bridge should be built? And the citizens send smses supporting it? The Maharashtra government has, likewise, asked people to send in their opinions on the Best-of-five subject selection for junior colleges. If concerned people support it then the government will introduce the Best-of-five system during admission for junior colleges, a move which is already being happily appreciated by school students and their parents.
So..What do you call it when the real life starts imitating the ad world?
For now lets just call it a good start.