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The Publicity Division of the Department of Consumer Affairs undertakes nationwide multimedia consumer-awareness campaigns under the flagship initiative ‘Jago Grahak Jago’. Through simple, accessible and informative messages, these campaigns seek to educate consumers about their rights and responsibilities, fraudulent and unfair trade practices, common consumer-related issues, product quality and safety, and available grievance-redressal mechanisms. The Department’s mascot, ‘Jagriti’, is used alongside the campaign tagline to strengthen awareness and reinforce the message of consumer empowerment.
The campaigns are disseminated through a combination of traditional media, digital platforms and direct outreach, including print media, television, radio, cinema, websites, outdoor publicity displays, social media, SMS and Interactive Voice Response System (IVRS) campaigns. These activities are undertaken in coordination with the Central Bureau of Communication (CBC), Doordarshan (DD), All India Radio (AIR), the National Film Development Corporation (NFDC) and other relevant organisations and departments, as required.
The Department’s communication initiatives address a wide range of consumer concerns, including the National Consumer Helpline (NCH), maximum retail price (MRP), expiry dates, packaged commodity declarations, BIS certification and ISI marking, hallmarking, dark patterns, and other emerging consumer issues. Digital communication channels are professionally managed and regularly updated with relevant creative content to promote consumer awareness, safety and informed decision-making.
To extend the reach of these initiatives to rural, remote and underserved areas, the Department participates in major fairs, festivals and public events and undertakes grassroots outreach, including consumer-awareness engagement with Panchayats. The Department also provides grants-in-aid to States and Union Territories for undertaking consumer-awareness activities with locally relevant content in regional and native languages, facilitating wider and more inclusive dissemination of consumer information.
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