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O&M Kolkata rolls out AIDS awareness campaign for WB govt.
MUMBAI: O&M Kolkata has won the pitch for the West Bengal State AIDS Prevention and Control Society (WBSAPCS) communication programme.
This account provides the agency with an opportunity to contribute towards a social cause, making a difference in the society.
To commemorate World AIDS Day on 1 December, WBSAPCS appointed O&M Kolkata to devise a communication package spreading awareness and educating people about this epidemic. The agency’s task is to educate and build awareness that will impact the high incidence of HIV and AIDS.
To meet the objective, O&M devised a 360 degree campaign that addresses the target audience in Kolkata and the 18 district headquarters of West Bengal. In order to reach out to the people effectively, the agency has created a mnemonic for a brand ambassador with whom the target audience can identify.
This brand ambassador took the shape and form of a doll that will be called Bula-Di. In West Bengal, dolls have been traditionally viewed as the epitome of charm and good nature. Bula-Di emerged as the appropriate ambassador for West Bengal as it will be instantly understood being one of the more popular local handicrafts.
Bula-Di is an archetypical social worker; she is of indeterminable age, unflappable temperament and favours those she seeks to help. In essence, she is a smiling myth-breaker. Bula-Di plays the role of sister, aunt, mother and friend; she is reliable, educated, apolitical and always in control. She speaks to her audience, never preaches.
In order to maximise the efficacy and impact of the communication, a 360 degree approach encompassing diverse media has been envisaged. Apart from the conventional mass media viz outdoor, television, radio, attempts will be made to leverage unconventional ones as well, increasing touch points manifold.
Communication devises like branded glasses and pillows for the charpoys will be employed at dhabas while road shows and rallies will take it to a grass root level. Petrol pumps will also be leveraged. Mobile phones owners will be bombarded with educative SMSs. Furthermore, condom sampling will also be employed at hotels and educative messages will be displayed on public transport such as taxis and buses.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
