Despite of consistent efforts by the Government of India, female illiteracy persists as a social problem in the country. To carry forward the message pertaining to the importance of female education in a far more effective manner, the Indian government has taken recourse to Guerrilla Marketing strategy â the unconventional method of hard-hitting advertisement. From the billboard ads, TV commercials and print ads, female education campaign propaganda machinery has been brought to the parking lots of Indian cities. The strategy is to place the cutout of a young girl holding a book at the barrier in parking lots. To park the car, the barrier or chain attached to the book in the girlâs hand needs to be removed. Written on the book is the message ââDonât take away the joy of learning from the girl child.â After parking the car, the book is returned back to the girlâs hand.
This propaganda mechanism is expected to work into the subconscious of the people parking their cars. However, from the social context of the country it could be said that people owning cars in the country belong to the upper-income strata who do not deny education to their daughters and if one expects the poor chauffeurs or taxi drivers to learn the message, then it makes me wonder whether these men could read the message written in English.