Airtel did a very smart thing by sponsoring ‘Satyamev Jayate’. The amount of social media that it has earned in less than 24 hours is immense and most of it is positive. This is the impact that Aamir Khan can have.
If the objective of the show was to rouse your conscience and get you thinking, I guess it did that. Coming from Aamir...it had greater impact. The show got people talking, which is good as revolutions always begin with awareness and in issues such as these, we need nothing short of a revolution.
If the objective of the show was to entertain, I think it did not meet the hype that was created around it. It is after all, a talk show – a talk show that was done well, had civil participation, and was well edited with Aamir handling the issue well. So there was nothing in it beyond the fact that here was India's most socially reclusive personality hosting a talk show. People were curious to see what it would be all about. Entertainment in the traditional sense was not what ‘Satyamev Jayate’ was about.
Will we watch it again next week? It will depend on the issue that is going to be tackled. It will also depend on how we see what this show wants to achieve. We have seen that the doctors who were exposed in the female foeticide sting are still at large and practising after what they did eight years ago. So why watch the show if nothing is going to happen. The bigger outcome of this show will be that it will reach out to people and give them yet another opportunity to think about doing something for their country.
The sheer outcry against this grave problem, going by the responses on social media, seems to suggest that people want to do something about it. I hope we all can. And I hope that the government watching this can be pushed to tackle such serious issues. I believe in the long run, it is the government with strong legislation and a will to implement it can alone bring about a change. A change, no doubt, influenced by a social awakening – this is what the show hopes to bring about.
Follow Rajul Kulshrestha @rajulkul
The author is the Managing Director of WPP’s out of home company, Kinetic India