PANJIM: While Kadamba Transport Corporation Limited (KTCL) is banking on salvaging its finances, partly by promoting ‘condom ads’, some educationists have objected to the commercial as the same buses also ferry school students.
A Mumbai-based advertising agency has bagged a three-year contract to promote different permissible advertisements on around 300-400 buses run by the corporation on different routes.
Proactive In & Out Advertising Pvt Ltd, of Mumbai was the highest bidder promising Rs 1,500 per bus per month. The agency, KTCL officials said is approached by brands to market its products among which Manforce condom is the first to agree to advertise on Goa’s buses.
However, the poster featuring former adult star-turned-actress Sunny Leone next to a condom pack has offended certain sections in the education field. They demand replacing the advertisement with education-related messages at least on KTCL school buses.
“When a bus is operating for schools, such advertisements should be banned. We need to understand what is required for children and at what age group. All such things should be taken care of,” Dr Merian Pinheiro, professor at Goa University said.
Goa Suraksha Manch, that was launched by the Bharatiya Bhasha Suraksha Manch (BBSM), has also taken strong objection to the advertisement and demanded that such themes should not be advertised on school buses. “There is a certain age when a child is taught about sex education. The condom ad might create a wrong notion. It should be sensitively handled,” GSM President Anand Shirodkar said.
Sources said KTCL had received a verbal complaint from a school headmaster seeking to know the intention behind promoting the product. “We explained to the headmaster that it should not be taken in bad taste as it is a part of sex education. Today when we switch on the television, such commercials are regular. In fact, parents and teachers should have a positive approach towards the trend rather than hiding it and be open for discussion. If good values are taught, a child cannot lose its path,” a KTCL officer said.
KTCL General Manager Sanjay Ghate echoed the same opinion stating sex education is a part of education. The advertising agency, he quickly added, is strictly advised to refrain from promoting drugs, tobacco products as per the contract.
The corporation has, however, received support from educationist Prabhakar Timble who stated that “communication is unstoppable”. “Every child knows about condoms whether such advertisements are promoted on buses or not. The children are exposed to television, mobiles and internet. Parents should hide less and hold open talks with their children instead of getting touchy. They should coach their children because communication is unstoppable,” he opined.
KTCL MD Derrick Pereira Neto asserted that the Mumbai agency is allotted just one portion of the entire bus for advertisement. “We have already given the company do's and don’ts while promoting any brand. It is given one portion of the whole bus for advertising,” he said adding, “The agency was selected based on the high quotation. We issue tenders for ticketing, parking, etc to get revenue.”
With the enforcement of the code of conduct, the corporation buses do not have government schemes or other related commercials. The buses will soon have government advertisements like pulse polio, education, child rights and women empowerment amongst others in near future. Neto said some agencies are given free slot to promote social issues.