Need of the hour: Incredible Indians!

“Is desh mein aane waala har insaan hamara mehmaan hai, karo mehmaanon ki hifazat, toh milegi desh ko izzat, aapko barkat.”

This beautifully translates to, "Every person coming into this country is our guest and if we look after these guests well, not only will our country be more respected but also, we will receive divine blessings and good fortune."

Indians have always been known for their immaculate hospitality but in recent times this feeling of hospitality seems to have disappeared from the hearts of the masses. People are now looking for their own gains and not at the larger societal good. In recent times the government has taken many measures to bring about a sense that foreign tourists must be treated with respect. The Ministry of Tourism recently launched the ‘Atithi Devo Bhava’ ad campaign under the Incredible India! umbrella. ‘Atithi Devo Bhava’ when translated to English literally means that guests are a form of God. This campaign has been introduced not only because of the upcoming Commonwealth Games in New Delhi but also with a much larger picture in mind that foreigners feel welcomed, safe and completely at home here in India.

Before reading ahead I would recommend you to see the ad which I’m talking about http://www.youtube.com/watch?v=RP7HfMc1t64&feature=related

Brilliant, isn’t it?

Aamir Khan has brought out the social message effortlessly in a very realistic and inspirational manner. The dialogues, written by Prasoon Joshi, are also very carefully written, appealing to the target audience and at the same time sophisticated enough that they appeal to anyone else who sees the ad. Even the director, filmmaker Rakeysh Omprakash Mehra of RDB fame, has done a flawless job in perfectly depicting a scene which is not at all alien to us and which most of us come across very often but do nothing about.

I feel that the idea of incorporating tangible gains, wherein Aamir explains to the public that if we don’t treat our guests well then they will surely not visit again, is very apt as it will definitely influence those who are plain selfish. By cheating or overcharging tourists once, we may get immediate money but it would leave the unwanted feeling that those guests were ‘one-time wonders.’ It can be compared to being so stupid so as to kill the hen that lays the eggs thinking that we can encash all future eggs in one go.

In the end all the other auto rickshaw drivers and shopkeepers are standing by Aamir’s side. This sight certainly instills a sense of confidence in the aam aadmi walking by who always wanted to interject in such a situation and make a difference but was under the impression that he was alone. Making a decision of not standing up for something that is right is also a decision. The scene unquestionably reminds one that if one speaks up for what is right one cannot be alone.

Also, by playing this ad on the radio apart from the TV, a larger target audience can be reached. Aamir’s familiar voice always makes the other person stop and listen and his conviction instantly touches the conscience. I would like to express my gratitude to Aamir and all those involved with the ad for being Incredible Indians and the government of India for keeping in mind an aspect of society that needs to change. Now, it is upto us to make the difference.

As the ad ended, “Jai Hind!”