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O&M plays Santa, hardsells adoption with IAPA
NEW DELHI: Here’s another goodwill gesture for the season. Ad agency Ogilvy & Mather, in association with Mumbai-based non-governmental organisation (NGO) Indian Association for Promotion of Adoption and Child Welfare (IAPA), is running a multimedia campaign to clear misconceptions about adopting children.
Three TV commercials are presently being aired extensively in Star News and ESPN. Four print advertisements have appeared in Business Standard, The Hindu, The Statesman and Man’s World. Also an internet banner was put up on Mid Day’s website www.mid-day.com recently. The campaign was launched during the Adoption Awareness Week in mid-November.
O&M’s senior creative director Sumanto Chattopadhyay says, “Running a campaign like this one is a challenge because of the complete lack of funding. The NGOs involved simply do not have the resources to pay for the development and media release of advertising like this. I wish corporates would realise the importance of issues like adoption and come forward to sponsor the public awareness messages.”
Chattopadhyay says the ads were placed in spaces donated by the owners of newspapers, magazines, TV channels, websites and hoardings. He says an effort is being made to extend the television commercial to several channels in January.
Commendably, those involved in the campaign – right from agency executives, photographer to the media companies – haven’t charged any fees for the public service activity.
“There has been very little awareness about adoption in India. Indians hold all sorts negative perceptions about adoption. The communication strategy was simply to bring out the positive feelings inherent to adoption. Our campaign differed from typical public service campaigns, which tend to evoke shock or pity by portraying the sad plight of those it seeks to help. Instead, we dwelt on the positive side,” says Chattopadhyay.
“Also, experts say children should be told that they are adopted while they are still young. Hence, the creative idea of using soft toys representing animals caring for the young of other species lend itself to explaining adoption to children in a gentle,” Chattopadhyay offers.
Apart from working for a social cause, Chattopadhyay says the experience of working without a brief or an aberration from hectic client-agency activity was a welcome change.
“Unlike most commercial clients, NGOs usually do not get caught up in unduly complicated and restrictive briefs. This results in more creative freedom. And, of course, the social cause benefits tremendously. These projects allow us to apply our creativity to something a little deeper than, say, selling soap. It is truly a win-win situation,” adds the creative professional.
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.
