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Adoption association’s shock-value campaign to go off air soon

Indian Association for Promotion of Adoption and Child Welfare’s latest public service message receives a thumbs down from ad fraternity.
Lalitha Suhasini
Mumbai, December 15:

A YOUNG mother lovingly kisses her baby on the forehead, as the camera zooms in. The baby isn’t in a cosy crib, but a garbage dump, and the next frame shows the mother abandoning her baby. The word ‘adopt’ is superimposed on the screen, before the contact details of the Indian Association for Promotion of Adoption (IAPA) and Child Welfare flash on screen.

Ironically, the Mumbai-based adoption NGO, which has won several advertising awards in the past for its public service campaigns created by Ogilvy & Mather, Mumbai, admits the campaign doesn’t live up to previous ones. ‘‘I’ve asked the agency to tell the channels to withdraw the campaign,’’ says Hansa Apparao, executive committee member, IAPA. ‘‘We believe that the ad is in poor taste.’’ ....

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