The lack of awareness in the Consumer awareness campaign - Jago Grahak jago

The government’s consumer awareness campaign, Jago Garhak Jago, which started in 2005 was a huge hit among consumers. It made them aware about their rights and how to protect themselves from frauds.

The campaign, even though still relevant today, has lost much of its sheen since the beginning. Having not been able to keep pace with time and changing needs of the consumers, it is no longer able to draw much attention from consumers and lacks the extent of professionalism that is required.

At a time when government is planning drastic changes to the Consumer Protection Act 1986 to further empower consumers, strengthen grievance redressal mechanisms, include new items and services such as e-commerce, direct selling and teleshopping into consumer rights, the need to have a rejuvenated consumer awareness campaign in place becomes paramount.

The campaign needs a brand ambassador - a public figure whose voice can effectively reach to the masses. Private advertising agencies should be involved to bring in a level of professionalism and give a new shape to the campaign. Government should start weekend programmes on television, based on the campaign, with a storyline showing how consumers can assert their rights.  Local self-help groups and NGOs can also be involved in planning and implementation of such schemes. School children can also be involved in spreading the awareness by enacting street plays, skits etc. This will also serve the purpose of educating the children who are the future of this country.

Have a well-rounded act in place is not sufficient in itself. Unless there is innovation, and creativity in this important public awareness campaign, it will not be able to catch consumer’s eye and consumers will not have the right know how on how to effectively use the law to protect their rights.