Ad guru Piyush Pandey has helmed many public service health campaigns, two of which stand out for not only effective communication but also ensuring the community implements the message. Notable among them is the well-known Pulse Polio immunisation campaign, Do Boond Zindagi Ki, with Amitabh Bachchan in 2002. The series of ads got people to the vaccination centre to immunise their children below the age of five. It ensured a robust template for a mass immunisation drive, one that helped in Covid vaccination coverage later.

Lesser known but done way ahead of its time in 2000 was the no smoking campaign for the Cancer Patients Aid Association (CPAA), “Be kind to the smoker, they have not much time left.”

The Pulse Polio campaign: Do Boond Zindagi Ki

India launched the massive pulse poli

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