PANJIM:
While the Kadamba Transport Corporation Limited (KTCL) is banking on salvaging
its finances, partly by promoting ‘condom ads;’ some educationists have taken
objection to the commercial as some buses are roped in to ply school students.
A
Mumbai-based advertising agency has bagged three years contract to promote
different permissible ads on around 300-400 buses run by the corporation on
different routes. Proactive In & Out Advertising Pvt Ltd, located at
Mumbai’s suburb Vile Parle was the highest bidder promising Rs 1,500 per bus
per month.
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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 buses.
However,
the poster featuring former adult star-turned-actress Sunny Leone next to the
condom pack has offended certain sections in the education field. They demand
replacing the advertisement with education-related messages atleast on KTCL
school buses.
“When
a bus is operating for schools, such ads should be banned. We need to
understand what is required for children and at what age group… All such things
should be taken care,” Dr Merian Pinheiro, professor at Goa University
expressed.
Bharatiya
Bhasha Suraksha Manch (BBSM) launched political outfit Goa Suraksha Manch has
also taken strong objection to the ad as they demand that school buses should
be kept out of such theme. “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 commented.
Sources
said that the 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,” the KTCL officer said.
KTCL
General Manager Sanjay Ghate echoed 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, etc. as per the contract.
The
corporation has received support from ‘modern’ educationist Prabhakar Timble who
stated that “communication is unstoppable.” “Every child knows about condoms
where such ads are promoted on buses or not. The children are exposed to
television, mobile and internets… 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
dos and don’ts while promoting any brand. It is given one portion of the whole
bus for ads,” 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 ads 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.
