“For us as a company, Covid has hit quite hard. It is a moral imperative for us to get vaccines from people. We find that there is a fair percentage of the population, who are hesitant to take vaccines due to various reasons. Tamil Nadu , Which is our home state, despite being a relatively developed, well-educated state, is particularly bad.”
He added that the company is looking to put Rs 6 crore behind the initiative and will try to increase this amount as the reach increases and it gains traction. The program will have two or three layers in terms of execution. One layer is the media, followed by a digital awareness program and finally, we will have an outdoor campaign.
In this episode, the company has brought a music video, osingo, to inspire the public of Tamil Nadu to overcome their inhibitions regarding static creative as well as post-vaccine effects. The music video is composed by Tamil music director and singer, Anirudh Ravichander and features Arivarasu Kalainesan (Arivu) as the lyricist. The music video also features well-known personalities in the Tamil film industry, namely director Ajay Gnanamuthu, choreographer Satish Krishnan and cinematographer Manoj Paramhans. It also includes celebrities kollywood Industries like Robo Shankar, BJ Bala, thangduraiAnd Deepa Shankar highlights the importance of vaccination.
However, Viji made it clear that the company would be actively looking to ensure execution at the local level. Sundaram Finance will use its significant grassroots presence to take the message door-to-door.
“We have a significant grassroots presence in all our companies across the state, which we will use to drive things locally, and hopefully that will have an extended impact. If you look at the vaccine hesitancy in Tamil Nadu particular Basically, rural seems to be a big issue and it is something that we need to address at the local level,” he said.