It is customary in India to put a garland on the photographs of dead people. Therefore taking clue from this practice Help Age India has launched this ambient initiative with the help of Archies Ltd. Old people walked across streets holding photo-frames with garland on it to appear as if he himself being photographed in the frame.
The idea was to bring out the perils of old people who are discarded by their own families. In old days when most of the body parts become weak if discarded by family its very much like living dead. The campaign might have provoked sentiments of people but only god knows how many of them carried it to their homes.
The copy of the ad reads, ‘This is how many families treat their old, while they are alive’.
