NDTV's Save Our Tiger Campaign seems in line with the 'sarkari' fluff that has kept our crusade to keep this biological legacy a superficial effort. I highly doubt the efficacy of their formula, which is now a cliche - bring in glamour, dedicate air time, beg for a pledge, WIN. Really?
On the tele, I remember wasting my time seeing the same tiger videos done-to-death (no pun intended), and seeing famous faces (that you never associate with a responsible, conservationally-charged living) lamenting the decline of the tiger. "Stop the poachers," they call for, and then in fades a short clip of tigers serving as wallhangs, and being fashioned into toilet paper for the rich, and being used in high profile prostitution rackets. Well, these bollywooders, they do good oratory, but in consideration of their own bubble in this connection-based world, refuse to point fingers at those very people in their circles who illegally squeeze out tracts of land in these forests and make retreats or farm houses. I do not like such impotent campaigning. At least they could bring a caustic personality in front of the people, in acknowledgement to the urgency of the losing battle we have at hand. There should be madness, like its an actual battle. Its not a Seinfeld Pledge Drive, you know.
Their website is atrocious. Very contemporary-sarkari, indeed.
Launching this campaign so big, one could expect them to plan better viewer engagement, especially giving them a sense of what to do. But the only goal one can spot on their website is that of setting up a response team, with a sarkari briefing given on a single page; clearly, nobody could expect an engaged viewership this way.
Their worldwide campaign, which claims of having raked in over INR 19.9 million, shamefully sees a news update in every month or two - their last was April 28, 2012 (of a mere 5 uninspired articles). One could find more content on some washed up b-grade moviestar on Google News. But we could just blame the tiger for not having wardrobe malfunctions, or holding rave parties, or playing soccer.
Talk about user un-engagement - they have it nailed.
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