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ActionAid India Society kick-starts ‘Page Three’ ad campaign
NEW DELHI: This is an initiative that aims at making affluent Indians more aware of the needs of the poor and society. ActionAid India, which has been working for the betterment of marginalised groups in the country has announced the launch of a Page Three ad campaign.
The campaign, initiated for the first time in the country, attempts to sensitise the Page Three class who live a cocooned and easy life oblivious of societal concern. Most specifically, those amongst them who still retain some sensitivity but are trapped by all forms of consumerism and sometimes, feel guilty about it.
The Page Three culture in newspapers is an expression of a section of society that gets drawn to non-serious and trivial issue. The campaign aims to draw strong contrasts between the dichotomous sections of the society and leaves the reader with an impression of the reality that exists outside the Page three. In fact, using Page Three both physically and metaphysically seemed to be an exciting strategic and creative possibility an official release informs.
The release adds that metaphorically, Page Three stands for things diametrically opposite to Action Aid’s philosophy and concerns that actually need everybody’s attention. So placing these serious issues in that context of the Page Three would hopefully drive home the irony that the campaign wishes to bring to people’s notice – the social apathy towards important issues and the mindless consumption of banal triviality.
ActionAid India has introduced an innovative fundraising product Karm Mitra. This is a unique form of ‘Donor Loyalty‘ programme for the people who are ready to share a minor part of their income and in return can avail of many benefits. Karm Mitra denotes ‘Friends-in-Action’ which is identical with the ideology of teaming like-minded members of the society on one platform to create a better world. Based on the philosophy that when people do good they should get good things in return, Karm Mitra is a first of its kind worldwide in terms of its packaging and marketing strategy.
ActionAid India is a development organisation working with the most poor and marginalised communities, in partnership with the communities themselves, and their organizations, Non Government Organisations (NGOs) and the government. It seeks to address the denial of basic rights of poor and marginalised women, men boys and girls and support creation and restoration of such rights. It is working in over 20 states since 1972 in partnership with over 300 voluntary organisations.
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.
