The two biggest media conglomerates in India and Pakistan have joined forces in a novel initiative: to campaign for peace between the two countries. Indians are anxious about terrorism in general and Pakistani terrorists in particular, according to JWT AnxietyIndex research conducted last May—not surprising, given that the November 2008 terrorist attacks in Mumbai were carried out by Muslim terrorists based in Pakistan. Aman Ki Asha (Hope for Peace)—touted in a TV spot and this print ad—will see the The Times of India Group and the Jang Group honestly explore issues such as terrorism and the Kashmir dispute that have resulted in hostilities and mistrust between the two countries; the initiative will also promote cross-cultural exchange.
In India, trust in media has been declining—Edelman’s Trust Barometer Survey recently confirmed this—and so the promise of honest communication is a positive step toward changing negative perceptions of the media, which is known for sensationalism. All the better if the two brands can make some genuine progress in bringing about more goodwill.
Photo Credit: The Times of India Group Print Ad
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