The coronavirus (COVID-19) pandemic began impacting India in late February 2020, with the nationwide lockdown going into effect from March 24 until May 31. It affected the lives of every citizen and brought the country to a standstill – closing down all means of transportation – air, rail and road.
Small, medium and large enterprises were closed. Daily wage earners were impacted, migrant workers were significantly affected and people living with the lowest incomes were adversely affected the most. The government permitted only essential businesses like groceries and pharmacy to remain open for several hours each day.
Because COVID-19 was a new virus, there was minimal information about its prevention. The basic precautions were to maintain social distance, wash your hands frequently, wear masks and use sanitizers, with the best advice being to stay home. This uncertainty created a panic-like situation, affecting everyone in the community.
Where there’s a need, there’s a Lion
The Lions of India responded to our “Call to Serve.” Across the country, Lions sprang into action, distributing ration kits and cooked food, and providing products like sanitizers, PPE kits, masks, soaps and medicines to people.
The real warriors in this situation were the doctors, medical staff, nurses, police, media, sanitary staff, essential commodity vendors and people involved in emergency services.
We felt that it was necessary to instill pride and uplift the spirits of Lions, who were working day in and day out. Their work needed to be recognized. It was also important to recognize the work of the frontline coronavirus workers, too.
Immediately, I got in touch with Manish Baradia, marketing and advocacy consultant and chairman and managing director of Moving Pixels Pvt. Ltd., to conceptualize an appropriate national television program with a leading network that had a global presence. I created the program, which gave recognition to the efforts of Lions and honored the services of frontline workers.
Leading Bollywood singers from India were chosen to perform and entertain the audience in different languages. We finally succeeded in getting CNN India18 network onboard for this major PR initiative.
Lions on the big screen
A 60-minute program was broadcast on May 3, 2020 on two prominent national channels – News18 India and CNN India18 (a partner channel of CNN in India). The program had a collective viewership of 9.1 million during that hour.
The show was dedicated to doctors, para-medical staff, nurses, police, media, essential commodity suppliers and sanitary staffs, and was anchored by celebrated Bollywood actress Raveena Tandon. The wonderful singers entertained everyone watching.
The program was designed so that Lions’ efforts and activities were highlighted. It opened with an introduction of Lions Clubs International by the TV anchor who handed over the proceedings to Ms. Tandon.
Opening comments were made by Past International President Rohit Mehta and myself, in which we talked about the 103-year old history of Lions Clubs International and how the organization responds to various disasters like earthquakes, floods, cyclones, famines and now COVID-19.
International directors and past international directors like ID J P Singh, ID Dr. Nawal Malu, ID R. Sampath and ID Nandkumar, PID Jagdish Gulati, PID A P Singh, PID G S Hora, PID Kamlesh Jain, PID Narendra Bhandari, PID Aruna Oswal, PID Vijay Kr. Raju, PID Sunil Kumar R and PID KrishnaReddy VV presented their activity reports of their respective multiple districts.
Four international directors, two past international presidents and nine past international directors participated in the program. This gave the broadcast a truly national perspective.
The final reporting was done by Past International President Naresh Aggarwal who announced that the total service activity performed by the Lions of India in cash and in kind for the coronavirus was US$16 million; in which cash contributions to the prime ministers’ CARES Fund and State Chief Ministers’ Relief Fund was approximately US$5 million. The total beneficiaries served were eight million. I gave the concluding comments that included a salute to the coronavirus warriors on behalf of the Lions of the world.
The production cost of the program was US$75,000, with the funds raised by collecting sponsorships from my friends.
The television show’s airtime was provided free of charge by News18 India and CNN TV18 and the channel promoted it as its official program recognizing Lions’ contribution to the pandemic. The program was promoted for one week on the TV channels through various promos. The repeat telecasts of the program were shown on May 9 and 10, 2020 on all eight of their regional channels.
This television show instilled tremendous self-esteem in the 288,000 Lions of India and has been very well received by communities across the country, enhancing the image of Lions in India. Thank you, Lions of India, for your outstanding service in the face of many challenges.
Watch the program now.
Past International Director Pravin Chhajed represented ISAME from 2001-2003 and was chairman of the DG-Elect Seminar in 2005 in Hong Kong.
