Brief Explanation

"Discriminate against those who discriminate." The National AIDS Control Organisation (NACO), in association with the Johns Hopkins Bloomberg School of Public Health, Center for Communication Programmes, created an awareness regarding AIDS through a campaign conceptualized by Lowe Lintas. HIV/AIDS is a huge subject that is being constantly discussed. The idea was to look at a new way to talk about the subject. So, Lowe Lintas went with the idea of 'discrimination'. The TVC begins with a man handing over his resignation to his boss, citing a silly reason. He's followed by many of his colleagues, who hand over their resignations as well, citing insignificant reasons. When the stunned boss wants to know the reason for the exodus, a woman employee refers to Mohit, whose services were terminated as he was HIV positive. The TVC ends with a message delivered by the voiceover, "Discriminate against those people who discriminate against those suffering from AIDS."