Marketing Proposition #2: पशु-पशियों

Background:
So I was in India and I liked it, and no souvenir I acquired there has sustained my attention more than the lining of my stomach which is clearly now completely gutted. Haha. Still feeling it though. Anyway, the place is really big, right? Like almost a billion people, right? NO. WRONG! Joking. It is overpopulated to the max (is that a double positive, did I just cancel out my statement?) and has a real problem with pollution, as I'm sure many are aware. Just because there's squillions of people there doesn't mean life can't be improved a lot by something very little, though. A huge issue in India is spitting. And it is everywhere. Three square inches of the ground out of every four will be feature a lovely phlegmatic film of Indian saliva. They really suck it up to, comes right from the throats. Sometimes takes them a full minute to get the yield for a discharge. I've got no idea why they do it, unless they all have OCD and can't swallow germs, (which does make sense) but it is a huge problem because it is aiding the transition of Tuberculosis. An incredible 80% of Indians have the TB virus running rabid through their blood cells, or wherever TB likes to travel, and almost 25% of those have the naughty type, the one that kills. I saw a couple of signs on Taxis reading 'Stop Spitting, Stop TB' or whatever but what India needs is cultural change, for as many people as possible to know spitting and pissing in the street is not normal anymore because it is disgusting and der.. der.. downright dangerous. I think the government can facilitate this change through a huge awareness campaign. A TV commercial would be a great way of getting this across, but what's that you say- not everyone in India has a TV and the ones that do probably are higher class and don't spit? Wells, plenty of them do have TVs and I seens thems spit with me own eyes, I swear it. But yes, we will be spreading this fictional campaign to outdoor and radio as well to reach the main offenders.


The Campaign:
It should start with a TVC: In the first few seconds we see a dog trot up to a white wall in the street. It lifts its leg and does its business. It is a very well trained Indian dog, but that's not the point. It's meant to be WILD (there are dirty mangey dogs lurking everywhwere in the cities). So then it trots off or whatever a dog word is for jogging, and the word पशु-पशियों appears on the wall, meaning 'Animal', because the dog is an...animal. An Indian feller than walks up to the same inner city wall and the audience thinks he is going to piss on the wall but after thinking about it, he shakes his head in panto/bollywood style and walks away. As he walks away the message appears on the wall "don't be an animal. respect yourself, respect your people". This could be coupled with radio ads, billboards and maybe even producing the message on popular piss walls (although I'm sure this would only result in thousands of tricksters making a mockery of the campaign with dirty smiles on their faces and unzipped flies). Either way, addressing public hygiene in an unescapable campaign should bring this issue into the public domain, because at the moment it ain't. And this would be a victory. But we want to achieve social change here and that will take a while, we'll also need a few more public toilets as options (which there are) that are cleaned, say, once a year. But likening an act to an animal is a very simple way of telling an Indian something is dirty, just ask them. Harbhajan Singh called Symonds a Monkey remember? Well not if you ask him on the record, BUT STILL! 

-Maybe this is the answer, whatever this is.