Satyamev Jayate – The New Face of CSR

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Realms of paper and internet space have already been used for discussing, commenting, upholding and criticizing the latest reality show, Satyamev Jayate. If anyone has still missed the action till now, this show is hosted by Aamir Khan and is telecast on Sunday mornings at 11 am. The show deals with sensitive issues plaguing our society, like, female feticide, child abuse, dowry and many more social issues. The show is supposed to run over 13 episodes, discussing 13 different social issues.

Coming back to the show, while many have praised and glorified the show, there are others who have pulled it down outright. And definitely, everyone has his/her strong reasons to support their reactions. Of the different thoughts already expressed, one thought has been apparently neglected or not even looked at till now, which is, Satyamev Jayate as a CSR activity.

For those who don’t know what CSR is, it is Corporate Social Responsibility. In simple terms, every corporate organization has to contribute a certain percentage of tis profits and revenue towards social up liftment and contribution to social movements, every year. Hence, we have different corporates supporting literacy campaigns, health initiatives and many other social causes.

Now let’s go back to Satyamev Jayate being a CSR activity. The show is produced by Aamir Khan Productions and telecast on Star Plus and entire star Network. In fact, it is also telecast on DD National. As already discussed, the show tries to look at different social problems faced by our country and society like child abuse, dowry and female feticide. Satyamev Jayate is offering a platform for the common man to come together and talk about issues which are generally pushed under the carpet in middle class family households.

Assuming that the show might not result in any action on ground in curbing the above mentioned problems, it still ensures that these problems reach each and every Indian home on a Sunday morning. The show will ensure that a greater number of people will be aware of these issues and have at least some basic information about them. A society where the tendency has always been to push sensitive and disturbing issues under the carpet, these subjects will be open to even the kids and people across all age groups.

So, isn’t the fact that people are getting educated about these subjects a boon? Isn’t the fact that people across all age groups have increased awareness about serious, social problems, a step forward? And, can’t we call this a societal awareness movement launched by a corporate entity, in this case a production house and a television channel?

Answers to all the above questions is, a firm YES. In fact, this might bring in a whole new dimension of CSR in our society, where creating awareness will be as important a social contribution, as working towards solving the problem.

While many may argue about the TRP ratings and advertising money generated by the show, no one can deny the fact that Satyamev Jayate has definitely given many corporates and individuals, food for thought, to add a new dimension to the whole idea of CSR.

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