In a powerful bid to combat drug abuse among Indian youth, Sony Sports Network has launched a campaign titled “Iss Baar Drugs Ki Haar” (This Time, Defeat Drugs). The movement aims to motivate young Indians to lead healthy, fulfilling lives by engaging in sports and staying away from drugs.
According to a United Nations study, approximately 13% of drug abuse victims in India are below the age of 20. The country has seen a 70% increase in narcotic consumption over the past eight years. Disturbingly, many young individuals are introduced to drugs by someone they know, often a friend. The “Iss Baar Drugs Ki Haar” campaign targets potential first-time drug users, encouraging them to make the right choice and say NO to drugs.
The primary objective of “Iss Baar Drugs Ki Haar” is to create awareness and drive a long-term commitment to combating drug abuse among Indian youth. Sony Sports Network believes that sports can play a crucial role in this mission by promoting a fit, healthy, and fulfilling lifestyle. By uniting sports icons with their young admirers, the campaign aims to inspire and motivate the youth to steer clear of drugs.
The campaign’s key message emphasizes the importance of choosing a healthy and active lifestyle over drug abuse. Sony Sports Network is leveraging the influence of top Indian athletes to spread this message. These athletes, admired by millions of young Indians, are featured in films that highlight the detrimental effects of drug use and promote the benefits of a drug-free life.
Sony Sports Network has enlisted a diverse group of prominent athletes across various sports disciplines to support the “Iss Baar Drugs Ki Haar” campaign. These athletes include:
Other athletes featured in the campaign include Indian football team captain Gurpreet Singh Sandhu, former cricketer Ashish Nehra, cricketer Deepak Chahar, tennis player Sumit Nagal, shooter Anjum Moudgil, women’s Hockey goalkeeper Savita Punia, Asian Games gold medallists Chirag Shetty and Satwik Rankireddy, UFC fighter Puja Tomar, and bowler Sneh Rana.
Rajesh Kaul, Chief Revenue Officer – Distribution and International Business and Head – Sports Business at Sony Pictures Networks India, expressed pride in launching the “Iss Baar Drugs Ki Haar” movement. He emphasized the power of sports to bring about positive change among the youth. By collaborating with India’s top athletes, Sony Sports Network aims to make a significant statement and inspire young Indians to resist the influence of drugs.
The films produced for the campaign feature the athlete’s spreading awareness about the harmful effects of drugs. They aim to inspire young people to choose the path of a champion by saying no to drugs. The campaign is designed to reach a wide audience and create a lasting impact by promoting healthy lifestyles and the importance of staying drug-free.
Drug abuse is a critical issue in India, affecting not only individuals but also their families and communities. The “Iss Baar Drugs Ki Haar” campaign is a timely and necessary initiative that addresses this growing problem. By involving well-known athletes, the campaign leverages their influence to reach and inspire young people across the country.
Sony Sports Network’s “Iss Baar Drugs Ki Haar” is more than just a campaign; it’s a movement aimed at creating a healthier, drug-free future for India’s youth. By promoting the values of sports and healthy living, and by involving prominent athletes who serve as role models, the campaign seeks to make a substantial impact. It encourages young people to make the right choices and to understand that true victory lies in leading a healthy and fulfilling life, free from the clutches of drug abuse.
This campaign serves as a reminder of the positive power of sports and the crucial role that media and influential personalities can play in addressing social issues. “Iss Baar Drugs Ki Haar” is a step towards a brighter, healthier future for the youth of India.
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