Jago Grahak Jago campaign, an initiative by FICCI CASACDE and ministry of consumer affairs, against smuggled and counterfeit products is get a fresh look now. The anti-smuggling wing of FICCI is in the process of tying up with non-governmental organisations in five states to extend the reach of the campaign and its awareness initiatives to rural India.
“We are already in dialogue with NGOs in five states – Rajasthan, Uttar Pradesh, Jammu and Kashmir, Bihar and Punjab. In Rajasthan we already started working with an NGO called Consumer Action Network Society. This would take forward the Jago Grahak Jago initiatives and similar campaigns by us reaching out to rural India,” said Anil Rajput, senior vice presidentP, ITC Ltd and chairman of FICCI CASCADE (committee on anti-smuggling and counterfeiting activities destroying the economy).
FICCI CASCADE had launched the Jago Grahak Jago campaign for the first time in Februaary 2012, with a series of public welfare messages with advertisements in more than 250 newspapers in English, Hindi and other vernacular languages. The creative campaign stresses on the negative socio-economic impact of counterfeiting and smuggling and the ill effects of this illicit trade on the consumers.