A campaign with an anthem, Himmat Hai Toh Jeet Hai, celebrates stories of courage and hope exhibited by people across societies
As the country tries to recover even in the face of rising COVID-19 cases and an economic downturn, the Population Foundation of India (PFI) has launched a campaign titled Himmat Hai Toh Jeet Hai, to celebrate courage and fortitude. Along with its eponymous anthem, it showcases stories of everyday courage and hope exhibited by people across society from frontline workers to COVID survivors, who rose to the occasion.
With lyrics that speak of victory over challenges faced due to the pandemic, the anthem features a cross-section of society impacted. It was launched to reinforce people’s sense of unity to emerge stronger together out of this pandemic.
The campaign is guided by film and theatre director Feroz Abbas Khan. He is PFI’s creative advisor and has directed the flagship trans-media edutainment show Main Kuch Bhi Kar Sakti Hoon. STCH Integrated Marketing Solutions is the creative agency that has partnered with PFI to create and produce this anthem and campaign.
Executive Director, PFI, Poonam Muttreja adds, “We need masks, physical distancing and frequent hand washing to stay safe. Along with that, what we also need fortitude and stamina to be able to steer the course and handle it with dignity. Our anthem is the chorus of our lives as India steels up to face the challenges ahead. It is in tune with the resolve and solidarity which will unite all of us. Hear it, sing it and share it; as it is only when each of us, especially the most vulnerable are helped in this difficult time that we will emerge stronger and safer.”
Khan says, “The pandemic is here to stay but we cannot live in a perpetual lockdown. Facing our fears and moving forward with precautions in place is critical for our communities.”
STCH believes in the cause of the campaign. It says, “When times are tough it is imperative to lead from the front. This campaign gave us an opportunity to give hope and happiness to millions who are ready to get back control of their lives.”
In the early stages of the pandemic, PFI supported MyGov India, a citizen engagement platform of the government and multiple state governments in carrying out emergency risk communication. It produced, created and curated educational material on masks, steps to stay safe, myth busters on COVID and social distancing under #TogetherAgainstCOVID.