“Success of Communication is directly related to understanding the target audience”
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For building highly successful social awareness campaign, that has reached millions of people across the country and abroad, Hindustan Zinc has been awarded the “Social Awareness Communication Award”. The campaigns “Khushi” on child care, “Sakhi” on empowerment of rural and tribal women, and “Maryadaa” on awareness about sanitation and construction of toilets, have been highly successful in creating required impacts.
The award “Social Awareness Communication Award” was presented to Hindustan Zinc by The Times of India as part of Achievers of Mewar in a glittering event in Udaipur on 22nd February 2015.
Communication has always been the essence of creating not just awareness but also generating perception. Right communication and right strategy play an important part in changing the mind-set of society. When it is a matter of rural poor, the strategy has to be of the ground level, involving more of rural masses and communicating in their own language. Pavan Kaushik, the Head of Corporate Communication who designed these campaigns said, “when the focus is rural the voice of the campaign also has to be rural. The campaign must reach out to rural masses. In our campaigns the focus was rural as well as government policy. The government is doing a lot of work and corporates like Hindustan Zinc are working very closely with the government towards effective implementation of these rural development programs. Both the messages need to reach and this is where the communication strategy and messages come together.”
Kaushik also informed that Hindustan Zinc, has been driving the vision of Shri Anil Agarwal, Chairman Vedanta Group, who has said that what we take from the society, a portion of the same should go back to the society. The essence of giving is very necessary.
Hindustan Zinc has been very strong in developing communication plans and implementing them at the most satisfying level. The impact is also evident as over 100,000 followers are associated on social media with Hindustan Zinc’s “Khushi”, “Sakhi” and “Maryadaa” campaigns.
Ask Pavan Kaushik and he says, “I have never been afraid of failures as I know it comes after success. And I will never be afraid of failures as I know success will always be a step away. We only need to keep working hard”, Pavan Kaushik. .
