By Farhat K. Mehboob

The media is no doubt a potent tool with the power to change perception and public opinion, whether it is with regard to environmental, political or religious issues. On the first day of 2010, The Times of India featured a print campaign with the caption “Love Pakistan”. To quote some parts of it;

“Terror, hatred and fanaticism somehow sit more comfortably in our minds when we think of the other side of the border. Is there any chance at all that we could still raise a hand, not in anger but in greeting? So on the first day of this new year, we’re going to make a start. Again.”

Aman Ki Asha is a campaign that hopes to strengthen ties between India and Pakistan on a people-to-people basis .The objective behind this campaign according to Rahul Kansal, the CMO of The Times of India, the largest media group of India, was to take on a leadership position in campaigns that highlight issues as opposed to being passive reporters. On the Pakistani front, the Jang group has entered into an agreement with them to campaign for peace between the two countries which will also cover issues such as the Kashmir dispute, the water dispute and problems associated with terrorism. In addition the campaign will also promote economic, cultural and educational benefits. In February a trade meet has been set up in Karachi which will bring together businessmen and industrialists from both the countries. At present a TVC featuring Amitabh Bachchan is also playing on local TV channels. In addition, independent research agencies will carry out cross –country surveys in both countries in order to determine people’s opinions on issues that matter.

Last year in February 2009, a three month ad campaign called ‘I am West “was funded by the foreign office and aimed to create awareness amongst people that the west is not anti Muslim. This was part of the counter terrorism campaign in Pakistan which if successful was to be role modeled in other countries.

On a religious note, in 2002, 150 Christian churches commissioned Ogilvy to plan an advertising campaign for making people feel closer to God as they felt a lot of people had drifted away from the spiritual part of their lives. The advertising appeared in the form of billboards, e mails, TV commercials, press advertisements etc. This was a different approach to appeal to people but had a strong impact because it was promoted through the media.