Mumbai: Aaj Tak's recent social campaign, "Mera Swabhimaan," received over one million views across all platforms on the first day of its release.
The interactive campaign, in collaboration with Lux Cozi, was officially launched on 3 October during prime time on Aaj Tak, urging viewers to submit their entries, and was flooded with over 2,50,000 submissions from people against being mistreated.
According to Aaj Tak, these are the most active participants any televised campaign has ever seen in such a short period of time.
The momentum grew even stronger after recording over 35,000 tweets on the microblogging platform Twitter in less than two hours.
Many celebrities and influencers, including well-known actor Rajpal Yadav, joined forces with the "Mera Swabhimaan" campaign to support the working class.
The massive response to the "Mera Swabhimaan" demonstrates how serious the problem of ill-treatment of the working class is and how deeply affected this group of people is.
"The campaign struck a chord at an emotional level with the blue-collar workers and a few sensitive and sensible sections of our society. Aaj Tak’s well-planned, well-timed and well-executed initiative once again has proved the leading Hindi news channel’s determination to not only broadcast journalism but also to spotlight and curb social malaises," the channel said.