The television advertisements are part of a wider
campaign that started on February 2 and will go on upto February
28, the dates when the Population Enumeration Phase of the
15th Census will be held.
"Sachin is an icon and is very popular as far as young
persons are concerned, and if he is spreading a message then
everybody would like to follow. He's a star in himself, so is
Priyanka," Chinmoy Chakravorty, Consultant to Registrar
General of India, said.
The two icons are not brand ambassadors in the
traditional sense, but they will spread the message that
everyone should make themselves counted and cooperate with
enumerators or the foot soldiers who will ask questions and
collect data from households, he added.
The publicity campaign will be in 12 languages and has
been built up with an approximate cost of Rs 38 crore for the
second phase, Chakravorty said.
"Priyanka and Sachin both will be requesting the
people that they have been part of the exercise and requesting
them (viewers) to participate," Suman Prashar, consultant to
RGI, said on the ads that will be telecast.
Chopra will also be seen engaging female viewers to
talk about what work they do and that in addition to other
details will be used to gather genders details in the Census'
result, something which is often "masked" by "biases", she
"The enumerator should be given due importance and the
questions they ask should be duly answered because Tendulkar
has answered all the questions," Chakravorty said on what the
purpose of the TV commercials is.
"When one sees repeatedly on TV, or hear them on the
radio or even in the print ads then they get sensitised.
People think that 'Yes, these are important issues I should
correctly answer the questions'," he added.
The national campaign is being complemented by local
campaigns by state Census Directorates which are using local
mediums like wall paintings and regional languages and
dialects to spread the message.
Tendulkar and Chopra have not charged for appearing in
the advertisements, they added.
New Delhi: Cricket maestro Sachin
Tendulkar and Bollywood star Priyanka Chopra will encourage
people to be counted in Census 2011 when they appear in
First Published: Tuesday, February 15, 2011, 10:00