MUMBAI: After nearly 14 years climbing Google’s ranks, Neha Barjatya has bid farewell to the tech behemoth. The marketing director announced her departure from Google India on LinkedIn, marking the end of a tenure that spanned the country’s digital transformation from the early mobile internet days to the current artificial intelligence boom.
Barjatya’s stint at Google reads like a greatest hits album of Indian digital marketing. She masterminded campaigns that brought back Hindi cinema’s Mr India with Pixel phones, gamified search with Google Googlies, and launched the country’s Pixel manufacturing operations. Most recently, she shepherded the launch of Gemini, Google’s AI assistant.
But perhaps her most significant legacy lies in Internet Saathi, one of the world’s largest digital literacy programmes. The initiative, a collaboration between Google and Tata Trusts, has reached over 290,000 villages and benefited more than 30 million rural women. Barjatya even took a secondment to establish Frend (Foundation for Rural Entrepreneurship Development), aimed at creating livelihood opportunities for digitally skilled women.
Her career at Google began in November 2011 as head of business marketing and digitising India initiatives. She climbed to marketing director in March 2020, overseeing consumer apps including Search, Gemini, and Maps, alongside platforms and devices such as Pixel, Android, and the Play Store.
Before joining Google, Barjatya cut her teeth at Viacom 18 Media for over five years, following earlier stints at Zee Turner and advertising agency Lintas.
In her farewell post, she credited leaders including Sapna Chadha, Sandeep Menon, and former country head Rajan Anandan for their support. “This company has taught me to push past hurdles, stay grounded in purpose and never lose sight of what’s possible,” she wrote.
Barjatya’s next move remains under wraps, though she hinted at “the next chapter” without revealing details.
Mumbai: The Federal Bank Hormis Memorial Foundation and News18 Network hosted a national cancer awareness convention under the second phase of the ‘Sanjeevani: United Against Cancer’ programme, with Tata Trusts as knowledge partners. Key stakeholders, industry leaders, and top bureaucrats discussed awareness and early detection of cancer.
In India, cancer cases are estimated at nearly 15 lakh annually, making it the third-highest globally after the US and China. Sanjeevani has been working through partnerships to promote awareness and early intervention for this disease, the second leading cause of mortality worldwide.
At the fireside chat session, actor and national ambassador of ‘Sanjeevani: United Against Cancer’ initiative, Vidya Balan said, “Like with most people, Cancer has always scared me. It’s a direction I’ve never wanted to look in until someone very dear to me was detected with the disease two years back. Then I realized that because it was detected early, he could get treatment immediately and therefore he’s in good health today. The fear around cancer is so huge that it often blinds us to the reality of the fact that regular screening and therefore early detection can make all the difference. So, when Network 18 came to me with this campaign, I felt this is something I need to do. Then I decided to use my voice to get people to get screened regularly and thereby to make a difference in their lives.”
She added, “The fight against cancer is a journey of compassion and resilience, where every act of awareness and every gesture of support becomes a beacon of hope and healing for patients and their families. With Sanjeevani: United Against Cancer’, we showcase our commitment to continue the journey towards creating more awareness towards cancer screening and early detection. With a collaborative effort, we can rip off cancer from its roots.”
Federal Bank CEO KVS Manian said, “India can’t be a Viksit Bharat without being a Swasthya Bharat. So, healthcare is clearly one area where the country needs a lot of investment. It’s important that more people step in, and Federal Bank is happy to be involved here. Our CSR focus is over 60% in healthcare and healthy living space. We have been very supportive of treatment-related spends, but going forward, it’s important also to create more infrastructure kind of spends which gives more sustainable benefits to the society around. Awareness is such a critical thing and it is the most difficult thing to achieve. Early detection in cancer is critical and that’s why campaigns like these are continuously required.”
He added: “‘Sanjeevani: United Against Cancer’ is not just a campaign—it is a movement to empower individuals to take charge of their health and make them understand why timely screening is a must. While a lot of work has already been going on, we aim to continue to raise the bar for cancer care by focusing more on screening and early detection. This conclave is a point of origin for all our efforts towards patient and family care as well as pre-emptive awareness and screening for the disease. Collective effort is non-negotiable to ensure a brighter, healthier future for all. We need to empower one another with critical awareness and ensure every individual is informed about the steps to take. More will always be less, when it comes to cancer.”
Tata Trusts CEO Siddharth Sharma commented, “Tata Trusts have been at the forefront of combating the growing cancer burden in the country. Our focus has been on making world-class cancer care affordable and accessible. As knowledge partners on Sanjeevani, we strive to inform our audience with current practices and information about cancer in its various forms and dimensions. We believe that the collective efforts of all our partners in this endeavour will motivate people to go in for early screening thereby mitigating the increasing burden of cancer in the country”.
Network18 CEO & A+E Networks MD Avinash Kaul stated, “As India’s leading news network, we recognize our responsibility towards the health and well-being of our audience. Sanjeevani is our flagship campaign, crafted in partnership with Federal Bank and Tata Trusts. It has driven significant impact over the years through factual storytelling and a call to action for cancer screening. This convention marks a pivotal moment in our journey, reinstating our commitment to reaching every corner of the nation with a message of hope and good health. We aim to keep this vital dialogue going through various interventions, including on-ground activations, celebrity endorsements, and partnerships across national and regional platforms. Our mission is to make a meaningful contribution to nation-building by advancing this essential conversation.”
‘Sanjeevani: United Against Cancer’ initiative has reached over 600 million viewers through News18’s TV network and generated over 13 million social media interactions. The initiative remains committed to its mission, striving to reach even more individuals and drive lasting positive social change in cancer awareness and screenings.
Mumbai: With heartfelt condolences, India bids farewell to Ratan Tata, a visionary leader who dedicated his life to building an organisation that has contributed nearly $103 billion to society. His passing marks the end of an era, but his legacy of service and philanthropy lives on. In the wake of this monumental loss, Noel Tata has been appointed chairman of Tata Trusts, one of the country’s largest philanthropic entities, signalling a significant leadership shift during this poignant time. Succeeding the iconic Ratan Tata, Noel will now steer the Trusts’ charitable and social welfare activities, continuing the Tata legacy of corporate philanthropy. This appointment places Noel at the helm of a $165 billion group that plays a significant role in Tata Sons and its subsidiaries.
The decision to appoint Noel as chairman came after much speculation following Ratan Tata’s long-anticipated departure from the role. Ratan Tata, the revered former chairman of Tata Sons, remains a pivotal figure in the group’s history. Noel’s promotion underscores the Trusts’ commitment to continuity while paving the way for a new chapter.
Noel Tata, a name that resonates within the Tata family, has steadily climbed the corporate ranks. Known for his expertise in retail and international business, he successfully transformed Trent Ltd., Tata Group’s retail arm, into a Rs 1000 crore company. His vision and leadership have been instrumental in expanding Trent’s operations across India. He is also married to Aloo Mistry, the daughter of Pallonji Mistry, making him a key figure linking the Tata and Mistry families.
Under his leadership, Tata Trusts is expected to continue its robust philanthropic efforts, which include contributions to education, healthcare, and rural development. Given his business acumen and family ties, Noel Tata’s appointment is seen as a strategic move to further the Trusts’ growth while safeguarding its values.
Speaking about his appointment, Noel said, “I am honoured to take on this role and contribute to the legacy of the Tata family in fostering social change and corporate responsibility.”
This shift comes at a time when Tata Trusts plays an even larger role in the corporate governance of Tata Sons, holding a significant shareholding. As chairman, Noel is expected to work closely with the board of Tata Sons, ensuring alignment between the Trusts’ objectives and the group’s corporate goals.
The larger implications of Noel’s leadership will likely ripple across the Tata Group’s various businesses, from Tata Steel to Tata Consultancy Services (TCS). Industry experts are optimistic about the fresh yet familiar approach he will bring, given his deep-rooted understanding of the group’s dynamics and the legacy of philanthropic excellence embedded in Tata Trusts.
With this transition, Tata Trusts has signalled its intention to balance tradition with modernity, ensuring the group’s ethical framework remains strong while adapting to the evolving needs of Indian society.
Mumbai: Tata Trusts have launched a film using a refreshing new insight that links cooking to self-care in an attempt to nudge women to reimagine their priorities and make breast cancer screening a part of their routine. Drawing inspiration from the meticulous care that women put into addressing lumps in the food they prepare, the film encourages women to check their breast for lumps with the same attentiveness and if found, to seek medical attention. Featuring renowned chef and Padma Shri recipient Sanjeev Kapoor, the social awareness film seamlessly transitions from a cooking lesson to a meaningful conversation on embracing self-care and raising awareness on the early detection of breast cancer.
Through a social experiment, the film takes the audience on an unexpected journey, with ‘gaanths’ (lumps) in special dishes disrupting the cooking experience and serving as a surprising metaphor. It prompts women to understand the need for conducting regular breast self-examinations and checking for any lumps or abnormalities that could potentially be cancerous. By showcasing breast screening as a form of self-care that should come naturally to women, the film inspires and empowers them to take proactive steps for early detection of breast cancer that can save lives.
Through the film ‘Gaanth Pe Dhyan’ (‘Focus on the Lump’), the Trusts hope to spark meaningful, important conversations on breast cancer awareness. Discussing the idea behind the campaign, Tata Trusts head of brand and marketing communications Deepshikha Surendran said, “There is a need to promote health consciousness amongst women and when it comes to breast cancer, one can flip the ratio by encouraging the simple act of breast self-examination, potentially saving lives. By building our narrative around women and their love for cooking, we hope to nudge a deep behaviour change. The insight is universal and the creative execution simple and engaging. We do hope that this public health awareness film encourages women across the country to include self-checks and screenings as a regular part of their routines.”
The film uniquely showcases a social experiment unfolded, inspired by on-ground culinary demonstrations that Tata Trusts organized across several Indian states, which deeply resonated with women across socio-economic segments. These events offered a creative visualization of the central metaphor, using ‘lumps’, a frequent, bothersome part of food preparation, to draw attention to women’s health and breast self-examination.
Chef Sanjeev Kapoor added, “Cooking for loved ones is an act of care and love – and women often prepare dishes with great attention to detail, particularly to get rid of unwanted lumps. Unfortunately, most women don’t extend such love and care to their own bodies and tend to overlook lumps in their breast. It’s incredibly important to encourage them to embrace self-examinations and check-ups – and it was interesting to shed light on this conversation by bringing two fundamental aspects of life, food and health, together.”
As one of India’s most eminent chefs and a custodian of India’s culinary landscape, Chef Sanjeev Kapoor with his remarkable ability to reach and engage an audience of women viewers across Indian households, was the natural choice for driving this important message and rallying call to action.
The film was conceptualized and executed by Basta Films for the Tata Trusts. The producer Mahima Sharma added, “As a breast cancer survivor myself, Gaanth Pe Dhyan allowed me to champion the cause of early detection, which has played a crucial role in my life. The intent of this film is to address the ignorance among women, and the analogy of ‘lumps in food’ hits the bull’s eye. The film communicates that early detection is the first big win in the fight against cancer. It not only raises awareness but also generates feelings of hope, positivity, and strength.”
This social awareness film can be seen across the Tata Trusts’ social media platforms, including LinkedIn, Instagram, X, Sharechat, and Facebook. ‘Gaanth Pe Dhyan’ is a part of a broader ‘Kaise Ka Cancer’ campaign by the Tata Trusts, to raise awareness, close the care gap, unite voices, and encourage action. The ‘Kaise Ka Cancer’ campaign involved a three-film series exploring the overwhelming questions and emotions that cancer patients and their families experience post-diagnosis. Tata Trusts are committed to reducing the cancer burden in the country by offering compassionate and quality cancer care in India.
Mumbai: Tata Trusts have unveiled a meaningful cause-driven awareness film, #DontQuitQuitting, that captures the challenging journey of people trying to quit tobacco. While nearly 34 per cent of tobacco users in India have tried to quit, many tend to relapse. The film offers a fresh, unique, and nuanced perspective to the conversation on tobacco consumption – instead of simply highlighting risks and asking people to quit, it portrays a raw and honest story of the setbacks and personal struggles that people experience along the path to tobacco cessation. By compassionately shedding light on the issue, the campaign motivates people to stay persistent in their efforts to quit tobacco.
The film follows the journey of a tobacco user as he navigates his own unique experience, using a powerful and evocative visual metaphor of a ‘gutka’ pack and a cigarette sticking persistently to his body, representing people’s hidden struggles to break free of this addiction. The film’s catchy lyrics, ‘Chipak Chipak,’ bring to focus the ‘sticky’, pervasive nature of people’s tobacco consumption habit and the relentless struggle to fight the constant urge and quit it.
Tata Trusts head of brand and marketing communications Deepshikha Surendran said, “When encouraging people to quit tobacco, we found that few uncover the struggles and emotional turbulence of de-addiction. At the Tata Trusts, we have been consistently raising awareness on the risks of tobacco use and its link to various types of cancer. This film with its unique execution and catchy lyrics is a powerful way to highlight the invisible and courageous struggles of those trying to quit tobacco. We recognize that quitting tobacco is a journey, and we hope that this campaign offers people encouragement and motivation to continue along this path till they succeed.”
RepIndia senior creative director Neelanjan Dasgupta added, “In this world of constant conversations, we often forget the power of silence, and that actions are so much louder than words. This is why we wanted to use a visual analogy in the form of mime, as a mode to communicate a simple fact – quitting tobacco might be difficult but is not impossible. The brief from the Trusts clearly indicated that we should not be preachy. Instead, we aimed to create an interesting narrative using the power of action in a format most suitable for the digital audience.”
It has also been amplified across Tata Trusts’ social media platforms, including LinkedIn, Instagram, X, Sharechat, and Facebook. Through a digital-first launch, India’s leading philanthropic organization intends to spark meaningful conversations about the realities of quitting tobacco and offer motivation to the people undertaking this endeavour. Tata Trusts will also amplify three powerful real and lived experiences of people’s paths to de-addiction in the form of video testimonials, reminding people that they are not alone in this struggle and offering them hope for a tobacco-free life. This builds on the Trusts’ long-standing commitment to increasing awareness and advancing affordable, high-quality cancer care to millions of Indians, through the efforts of the Tata Cancer Care Foundation. So, start your journey today and Don’t Quit Quitting.
Mumbai: On World Cancer Day, observed on 4 February, the Federal Bank Hormis Memorial Foundation, News18 Network, and Tata Trusts, in collaboration with Fortis launched a powerful short film titled ‘#YaadRakheinScreenKarein.’ The film is part of the Sanjeevani initiative, which serves as a guiding force to drive conversations about cancer, dispelling misconceptions, and strongly advocating early screening as a pivotal step in the collective fight against this formidable disease.
In India, the alarming statistic of one in nine individuals facing the risk of cancer during their lifetime becomes more pressing with a projected increase in cases from 14.6 lakh in 2022 to 15.7 lakh in 2025, as reported by the Indian Council of Medical Research-National Cancer Registry Programme (ICMR- NCRP). [1]Additionally, a 2020 study identified late diagnosis as the leading cause of cancer-related deaths in the country.
Built on this insight, the film seeks to encourage every Indian to reflect on the significance of cancer screening in their daily lives. Amid our collective obsession with screens—smartphones, TVs, or laptops—the film compels viewers to acknowledge the most vital screen of all: the one reflecting their health.
Speaking on the campaign, Federal Bank chief marketing officer M V S Murthy said, “There is tremendous effort happening on the other side of cancer. Unfortunately, at advanced stages, it feels all in vain. Through Sanjeevani we are giving life more than a fair chance of putting up a strong fight by promoting early detection. There are two intertwining aspects that we want all of us to commit ourselves to – an annual health check-up and in that an add-on of cancer screening. Sanjeevani has both width and depth of effort, as it works in the intersection of patient support, on ground screening across corporates and large communities and finally on building commitment to self-care by screening annually. Championing the cause beyond Sanjeevani, Federal Bank Hormis Memorial Foundation, in partnership with Tata Cancer Care Foundation and Assam Cancer Care Foundation, has extended support to over 1900 families in a short span of a few weeks. When it comes to cancer, more is less.”
Network18 digital CEO & corporate strategy president Puneet Singhvi added, “In the realm of healthcare, where knowledge, awareness, and timely diagnoses are crucial, ‘Sanjeevani’ remains dedicated to educating and advocating for the benefits of early cancer detection. Using communication tools such as this social experiment film is an excellent method of creating emotional connections and influencing behavioral changes. We hope that this soul-stirring film breaks stigma and acts as a powerful reminder for our audience to schedule their cancer screening soon.”
Tata Trusts brand and marketing Communications head Deepshikha Goel Surendran commented, “Tata Trusts remains committed to alleviating the cancer burden in India by not just focusing on providing access to quality & affordable care but also providing as much, if not greater emphasis on awareness. While early detection of cancer helps save lives, it also plays a significant role in reducing the financial burden for patients while also reducing the overall burden on the system. Our effort at the Trusts, therefore, is to drive this behaviour change that will eventually lead to a reversal of the late to early detection ratio from 70 to 30, as is the case, internationally. Through the film #YaadRakheinScreenKarein, as part of our partnership for ‘Sanjeevani, United Against Cancer’, we hope to lay emphasis on the significance of regular screening using a thought-provoking lever that we hope will inspire introspection and help to move the needle on early detection.”
reversal of the late to early detection ratio from 70 to 30, as is the case, internationally. Through the film #YaadRakheinScreenKarein, as part of our partnership for ‘Sanjeevani, United Against Cancer’, we hope to lay emphasis on the significance of regular screening using a thought-provoking lever that we hope will inspire introspection and help to move the needle on early detection”.
Mumbai: Federal Bank Hormis Memorial Foundation, News 18 Network, and Tata Trusts, all three organisations renowned for their dedication to meaningful and impactful initiatives, will jointly unveil ‘Sanjeevani-United against cancer’. ‘Sanjeevani’ aims to raise awareness and encourage conversations around the silent cancer epidemic, and to alleviate fears that often accompany this disease. The collaborative effort seeks to drive positive sentiments towards early and consistent health tests, tumour management, and symptom recognition, all crucial aspects in the battle against cancer.
Cancer’s prevalence as a significant health challenge persists, ranking among the leading causes of mortality. In India, the reluctance to address Cancer early is often rooted in fear and a lax attitude towards health. The common forms of cancer in the country include Breast Cancer, Oral Cancer, Cervical Cancer, Lung Cancer, and Colorectal Cancer. The Sanjeevani initiative focuses on empowering and supporting individuals to confront these fears and actively fight Cancer. The number of Cancer cases in the country is projected to go up from 14.6 Lakh in 2022 to 15.7 Lakh in 2025, according to the Indian Council of Medical Research-National Cancer Registry Programme (ICMR-NCRP). Moreover, on a global scale, 30 per cent of cancer patients lose their lives due to late-stage detection, while 70 per cent achieve a reprieve due to early detection facilitated by awareness. Unfortunately, this ratio is reversed in India. It has become all the more urgent therefore to fight the social stigma surrounding it and counter the hesitancy around tests for early detection.
Federal Bank MD and CEO Shyam Srinivasan commended the initiative, saying, “As we celebrate the remarkable success of the “Sanjeevani – A Shot Of Life” campaign which was aimed at addressing the fear and reluctance surrounding Covid Vaccines, our primary focus has evolved to proactive pursuits in healthcare, specifically combatting cancer through early detection. This time, through Sanjeevani 2.0, Federal Bank is focussing on the need to overcome nonchalance and dismissiveness around the possibility of Cancer affecting any of us. Cancer Screening needs to become an integral part of annual health checkups, which too need to be a disciplined activity. Given News18’s reach, we believe that a rise in awareness will increase testing or screening in our country. This should increase the ratio of survivors, which will be a hard-fought victory, with ongoing efforts. Having Tata Trusts as our knowledge partner helps us harness and be guided by their deep understanding of the terminal probabilities of Cancer. We at Federal Bank are honoured to collaborate with such venerable and compassionate partners in guiding Sanjeevani towards its Mission.”
News18 Network and Federal Bank Hormis Memorial Foundation together, with Tata Trusts as a knowledge partner, will launch the initiative during an event at The Oberoi in New Delhi on 27 Sep 2023. The event will be inaugurated in the presence of Dr Mansukh L. Mandaviya, Union Minister of Health and Family Welfare, and Lisa Ray, a renowned actress, social activist, and cancer survivor. Esteemed personalities such as Amitabh Dube, MD, Novartis India, Padma Shri Dr. Rajendra Badwe, cricketer Yuvraj Singh, and film director Anurag Basu among others from diverse walks of life will join the ‘Sanjeevani’ movement, a beacon of hope in creating a nurturing and supportive environment for all battling the disease.
Highlighting the barriers in the fight against cancer, Network18 Media & Investments Ltd CEO – digital & president – corporate strategy Puneet Singhvi stated, “Anxiety and fear have acted as significant barriers in cancer detection among Indians, encompassing the concerns around its treatment, financial burden and repercussions on the family. However, numerous studies indicate that early detection can result in beating cancer and saving lives. With the launch of ‘Sanjeevani,’ our mission is to educate our audience and evangelize the benefits of early detection in the fight against cancer. The initiative in partnership with the Federal Bank Hormis Memorial and Tata Trusts is more than just a campaign; it is a movement towards driving awareness and making an impact in the fight against cancer. ‘Sanjeevani’ reaffirms our dedication to rewriting the fight against cancer narrative, emphasizing the critical importance of early detection, and underscoring the immeasurable value of health.”
Tata Trusts CEO Siddharth Sharma added, “Committed to revolutionising cancer care across the country since 1941, Tata Trusts have been at the forefront of critical initiatives to advance accessible, affordable, and quality cancer treatment and care. Today, as we continue our fight against the surging cancer challenge, we are happy to associate, as knowledge partners, with ” Sanjeevani, United Against Cancer” – a purpose-driven initiative being launched by News18 Network to drive awareness around the disease and the importance of early detection. We hope that this endeavour will not only foster awareness and meaningful discussions about cancer but also effectively address the fears linked to the disease. Over time, these efforts may help to highlight the true value of “early cancer detection” which will significantly increase the chances of survival. Working together in a collaborative framework, the Trusts aim to continue driving positive change and overcoming social and economic barriers associated with cancer.”
The introduction of the second season of Sanjeevani in collaboration with the Federal Bank Hormis Memorial and Tata Trusts marks yet another stride in this admirable journey. “Sanjeevani” is more than an initiative; it is a movement that will encourage informed discussions and drive awareness around cancer. By combating fears associated with this disease, the initiative intends to cultivate a proactive approach towards health tests and the management of symptoms, all of which are vital steps in the fight against cancer.
New18, India’s largest news network has been at the forefront of impactful initiatives aimed at improving people’s lives and contributing to the progress of the nation. In partnership with like-minded brands, the network plays a pivotal role in shaping narratives and fostering discussions that propel cultural advancement. Through its influential projects like ‘Sustainable is Attainable with Tata Power’, ‘Mission Swachhta Aur Paani with Harpic’, ‘#CallItOut with Truecaller’, Netra Suraksha with Novartis, and ‘Period of Pride with P&G Whisper’. News 18 has brought together communities, policymakers, and businesses to drive change and make a positive impact. The network’s commitment to social responsibility is evident in its consistent endeavours to encourage social justice and progress. Such initiatives play a significant role in shaping a better and healthier future for India.
MUMBAI: Tata Trusts has begun a pan-India community outreach to induce adoption of health practices, as promoted by the government of India, in rural areas to prevent the spread of Covid2019. Beginning 31 March, the exercise is expected to have already reached about 12 million people in 21 states.
The campaign ‘5 Kadam, Corona Mukt Jeevan’, ranges from video messages in the country’s languages, even dialects, short animation videos and infographics to audio messages, and SMS based messaging.
For wider deployment by any interested organisation, the Trusts have made publicly available through social media about 300 such videos and audio messages, in different languages, and dialects like Dongri, Kumaoni, Ladakhi, Garhwali, Santhali, Mundari, Kutchi (Gujarat) and Koborok (Tripura). All of them are available in the playlist here
Over 70 celebrities, from all over India, have lent their support with video and audio messages. Among them are Nana Patekar, Sonali Kulkarni, Harbhajan Singh, Ila Arun, Atul Kulkarni, Malini Awasthi, and Sanju Samson for Rajasthan Royals, to name a few.
The Trusts have deployed more than 430 master trainers in these 21 states who in turn have trained a pool of over 8,700 community resource persons (village volunteers) to deliver the message till the last mile. Through the existing network of the Trusts’ programmes, the volunteers, associate organisations of the Trusts, community radios, village-based public address systems, and use of various internet and communication technologies, the programme is expected to have reached out to about 12 million people till date.
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MUMBAI: It’s a heart-moving video of a young boy on stage describing the everyday ordeal his sanitation worker-father goes through. As a spellbound audience watches, the boy sings the poem ‘Mera baba desh chalata hai’, even as the sanitation worker is shown toiling in the ghetto, cleaning the filth. What a compelling way to describe the oppressive conditions in which India’s sanitation workers toil. And it goes on to make the desired result of making a lasting impact on us. That is precisely what Tata Trusts seeks to achieve through his recent campaign ‘Mission Garima’.
The video stresses the need to provide humane working conditions to sanitation workers who keep our cities clean. The campaign, under the initiative called #TwoBinsLifeWins, urges citizens to segregate biodegradable and non-biodegradable waste to make sanitation workers life much easier.
On the inspiration behind launching this campaign, Tata Trusts head, brand and marketing communications Deepshikha Surendran says: “Research with both consumers and the sanitation workers showed that there is a realisation that our lives can be better, our behaviour can impact other people’s lives. The inspiration came from the insight that the invisible man – the worker – needs as much respect and dignity as any other.”
In a multi-agency pitch held by Tata Trust two years ago which included the likes of Lowe Lintas and Mudra, FCB Ulka won the mandate for this campaign. The campaign was initiated a year ago with 15 people working from client servicing, creative’s department and close to 20 people from the production side including the crew, main cast and the DOP. After auditioning 150 people, the main protagonist for the video was finalised.
“Different creative agencies shared their thinking and approach. FCB Ulka had some sharp, emotional triggers to addressing the issue. Finally, the child’s worldview captured through a poem; it was totally on the brief. Basta films, then, worked with the FCB team to bring it to life,” says Surendran.
According to Surendran, the recent campaigns that engage citizens to further brand purpose have shown positive results. The mission of segregating waste too can only be successful if the citizens are conscious and sensitive to driving change. Research reaffirmed the belief that consumers want to participate in social good, and that small but powerful nudges of communication can change behaviour. Hence, the campaign ‘kyunki desh ko desh ka har aadmi chalata hai.’
FCB Ulka national creative director Keegan Pinto believes that there is a need to make people realise that everybody has the right to live with dignity. And when the narrative comes from a kid’s point of view, it makes it even more realistic.
He says: “I don’t think people in India and the world at large know the effects of this job. This is clearly the worst job on the planet. They also die early because they get infested by waste, filth and a whole galaxy of microorganism. The campaign #TwoBinsLifeWins is about the plight of sanitation workers. When the life expectancy of average Indians is 65, the same for the sanitation workers is around 50 to 52. They die early as compared to the rest of the Indians. We thought it will be more impactful if a child makes a plea and say ‘save my father from dying’. While we are giving the message of doing the right thing, we also have been conscious of not just showing his plight, but telling them that we are ashamed of not doing our share of work. What you do is a matter of pride because you are special. We cannot even think of doing what you do.”
Basta Films constructed the entire set as it was difficult to shoot in an actual surrounding considering the dangerous gases present in the sewer. The initial part of the film was shot at Mumbai’s Dharavi region. The classroom shot where the young boy is narrating the story of his father is filmed at Xavier’s College.
Basta Films director Divyansh Ganjoo says: “When you handle such a sensitive issue, conceptualisation is the biggest challenge because you have a huge responsibility while making such content. It required a lot of research because you cannot go and shoot just like that. Taking permission from BMC was difficult at times. We met sanitation workers to understand what they go through in their daily lives. This is the first visual imagery of what actually happens inside it. There were no references to it; we have to actually research to know how to make it more realistic.”
The campaign is promoted by Ratan Tata himself on his official social media handles. Under this initiation, Tata Trusts will provide free personal protective equipment or PPE set up at Kurla in Mumbai.
Surendran adds, “Tata Trusts, with support from the Municipal Corporation of Greater Mumbai (MCGM), has developed a model ‘Garima Chowki’ at L-ward, Kurla, to provide suitable workplace amenities to the sanitation workers. The first-of-its-kind Chowki was launched in Kurla, on the same day as the campaign, in the presence of the Joint Municipal Commissioner Ashok Marathe. Chowkis are facilities in every ward where sanitation workers assemble to begin their day and come back to change and rest. The model Chowki at Kurla will serve 70 to 100 workers on a day-to-day basis and comprises office space, separate rooms for men and women staff with improved water and sanitation services, storage, and a functional open space. It is equipped with amenities like a water purification system, microwave oven and a gym, among other, recreational activities.”
Tata Trusts is also working with NGO partners and corporate houses to address health issues of the workers. This multi-pronged strategy will hopefully provide a holistic solution in the years to come.
On the upcoming marketing campaigns for Mission Garima, Surendran mentions: “The campaign has just begun and has already gone viral. Organic reach of this film is already in excess of 2 million views only from our platforms. We intend to boost the campaign with radio and cinema and complement the awareness drive with special housing society activation to help the adoption of waste segregation on a large scale. The teams are also extending the campaign to certain under-serviced pockets of the city where segregation is a challenge both from the perspective of a citizen and the worker. Below- the-line communication strategy with partners like Dialogue Factory has been piloted, and will soon be rolled out.”
Tata Trust believes the campaign and message is a critical pillar of ‘Mission Garima’ programme, and the role the citizen’s play in bringing dignity and eradicating the practice is huge.
MUMBAI: India, with over 300 million internet users, is the second largest mobile market of the world, only after China. But, 300 million out of 1.2 billion population, surely leaves a lot of room for improvement. Urban India dominates 33 per cent of India’s total population, which means the next set of internet users will majorly come from the rural part, where people mostly communicate in their regional language.
The recently launched ‘Internet Saathi’ initiative by Google India in association with Tata Trusts and Intel promises to bridge the language gap. Speaking to Indiantelevision.com Google south east Asia and India VP and managing director Rajan Anandan said, “Google will introduce more and more regional languages with more technical upgradations. Also, the voice search feature will be strengthened to make the use of internet easier for the rural part of the country.”
As per analysis, in the first six months of 2015, India is estimated to have added 52 million internet users of which 50 per cent (26 million) have come from rural India. For the first time India is going to witness equal growth rate.
But the discrimination of internet is not only limited to rural and urban, but very much evident in male and female also. A large part of rural India considers internet as a tool for male counterpart. Only 12 per cent women from rural India uses internet and it is highly important to change this mindset, do away with the fear and make women from rural India active part of internet explosion.
“We are working with various partners to help spread awareness about the benefits of being online amongst women. While we have now started the ‘Internet Saathi’ initiative, in association with Tata Trusts and Intel, earlier we had launched a new film to inspire young digital natives to bring their mothers online. There are a large number of educated women in India with internet access in their households, but they still do not use it. We are targeting them with our initiative,” informed Google country marketing director India Sandeep Menon.
India now has over 100 million online shoppers, 200 million plus wireless internet users, 140 million smartphones, over 85 million 3G users out of which 9.3 million were added in past three months. But when Prime Minister Narendra Modi speaks about ‘Digital India’, he dreams of 1.2 billion people benefiting from digital. But to achieve that, the rural-urban, male-female barrier needs to be tarnished as soon as possible with various initiatives.
When it comes to frequency of internet usage, reports signify that a good 61 per cent of users are daily users. About 18 per cent access internet several times a day, 10 per cent users at least use it once a day and 33 per cent access it on all seven days of the week.
If we take the example of mobile phones, the multiplications happened only once the device was made affordable in the rural and sub urban part of the country. India is a mass country with aspiration in every eyes and internet, if used adequately, can be a tool to achieve dreams in rural part where hi-tech education is yet to reach.
Also, e-commerce can grow at a double speed if rural India starts shopping online. While infrastructure and pricing of wireless data puts India on the back foot, Initiatives like ‘Digital India’ and ‘Internet Saathi’ enthralls optimism. It remains to be seen how Modi, Google, Tata, Ambani, Mittal strategises to take internet to rural India.
