Suddenly the people busy ruling us have discovered the need to communicate. We are used to watching, with some cynicism, the annual ritual...
Written by Tara Sinha
4 min read
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Suddenly the people busy ruling us have discovered the need to communicate. We are used to watching, with some cynicism, the annual ritual of ads exhorting us, the masses, to observe some day or other8230;or equally frequently to applaud a gallery of netas doing this, that or the other. But, recently, perhaps as a result of rising levels of discontent and frustration among us, we are witnessing a crop of reaching out to serve you8217; ads. A worthy attempt, sub-optimally crafted as the tendency to order8217;, exhort8217;, direct8217; and so forth still persists. There is little or no understanding of the fundamentals of persuasive communication 8212; the need to build feelings, bonding, involvement. Only then will understanding, acceptance and positive responses follow.
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Let8217;s look at some recent ads that will make my point. The examples of the day are four ads released on December 31, 2000. Two are by the Delhi Police, who we learn are no longer With you. For you. Always8217;. Instead they are seeking Police Public Co-operation for a Safer Delhi8217;. A mouthful of a slogan with quite strong bureaucratic overtones. Despite this creative snafu of using a Proposition as the Big Idea, the realisation that the earlier slogan could never carry any conviction pun, by happenstance in view of existing realities, is a good beginning. Especially as a press report in the Indian Express, December 30, states that the Ahmedabad Police are being trained in etiquette and manners by the management of a star sic hotel8230;8217; Hopefully, those charged with protecting our lives and property are finally coming to the realisation that their mission must be to Serve the People. The decision of the Delhi Police to adopt preventive policing8217; is another step in the right direction. Hopefully,these initiatives will last and slowly spread to other states across the country.
Now to get back to the four New Year8217;s Eve ads, two were issued by Delhi Police, one by the Traffic Police Delhi, who say We want you Safe.8217; The fourth was issued by GOI, Ministry of Road Transport and Highways. The two DP ads both carry a logo device to promote the message Let us make Delhi a Crime Free City.8217; Let no one say we don8217;t aim high and shoot for the stars! Ad one scares the daylight out of us by asking: Is there a BOMB ticking away NEAR YOU?8217; The copy in true blue officialese directs us to: Observe your surroundings carefully. Remain vigilant.8217; And so on. Some one needs to tell the DP ad people that real people do not speak in this language. Can you recall anyone saying they Observe8217; anything? Or, saying that they are being Vigilant8217;? The second DP ad instructing us to Wish others a happy new year8230;8217; goes on to tell us how to 8230;ensure it too8230;8217; Sample these gems of advice: Avoid drinking and driving8217;. Okay. Avoid noisy parties which disturb others.8217; Accepted. Behave in a civilisedmanner.8217; When8230;in Delhi, this is most probably impossible. Be respectful towards ladies8217;. My! Oh my! Be careful about others8217; belongings amp; public property.8217; Will anyone listen? For that matter, would anyone heed such a crass way of being talked down to? The other two be good 8216; ads deal with the hazards of driving. Don8217;t Drink and Drive8217; because It exposes you to uncertainties on road. It makes you prone to accidents. You lose control and your family is the victim. Drinking amp; driving do not go hand-in-hand.8217; AVOID IT8217; All I can say is that the last exhortation should be sent back with despatch to the perpetrators of this ad. Finally, not to be left behind the GOI, Min of RT amp; H gets cutie creative and proclaims: Life is a pleasant Journey. Overspeeding may cut it short8217;. As must I cut myself short!
