Draft FCB Ulka Creates AIDS Awareness TVC for Johns Hopkins University – Set to be unveiled on World Aids Day

Draft FCB Ulka has created a musical TVC with anti -AIDS message for Johns Hopkins University, Centre for Communication. The TVC is going to be unveiled at a star studded show to be conducted in Shivaji Park, Mumbai on December 1st to coincide with the World Aids Day. The TVC is set to run across all major channels over the next six weeks.

The TVC has been created in a music video format by Draft FCB Ulka and is directed by Subodh Poddar of Nebula Films. The TVC brings together bollywood biggies such as lyricist Gulzar, who has composed lyrics and Shantanu Moitra who has created the contemporary and peppy musical score. The very hummable song is sung by star singer, Shaan.

Dr. Sanjanthi Velu, Country Director - Johns Hopkins Bloomberg School of Public Health / Center for Communication Programs informs, "We have partnered with National Aids Control Organization to develop an innovative youth campaign and have recently produced this Music Video. While we realise that young people have goals, dreams and ambitions, they are also influenced by their peers and friends. We also realise that any HIV/AIDS communication effort with young people cannot be simplistic, moralistic or preachy. Therefore we have used the universal language of music to communicate to our young audience in a positive & inspiring manner. We hope that the music video would motivate young people to be more informed about HIV/AIDS and be responsible and faithful in their relationships".

The TVC has been shot at the scenic location of Wai near Satara. Director Subodh Poddar describes, "The video opens with the recognizable anti AIDS symbol – the red ribbon. The ribbon is explored as a visual mnemonic which delightfully encircles young couple. The red ribbon signifies the anti AIDS message that knowledge, caring and protection is the best way to handle personal relationships. In a symbolic manner the red ribbon is passed on to all the young people though out the landscape of the country symbolizing that fact that understanding AIDS is a step to conquering AIDS."

"The musical video seeks to foster a spirit of responsibility and caring with respect to the choices that youth make in their relationships", according to Satish Ramachandran, Vice President Draft FCB Ulka. He continues, "communication to youth should be non judgmental and promote self confidence and self esteem. The TVC captures essence of youth in a very positive and vibrant manner with the protagonists in the representing themselves as role models who are responsible and caring."

The TVC will be played across all television channels over the next six weeks and is expected to promote responsible behavior as the cornerstones of youth lifestyle.

Source : Equity Bulls

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