By 2025, India is likely to become world’s most populous country – leaving China behind.
The good thing is that a large part of this population will be youth. All we need to do is up skill the youth so that we can make India a superpower of human resources.
However, the youth and the society at large haven’t been very excited about vocational training programs – to inspire them to pursue vocational programs, NSDC came up with a creative campaign titled – ‘Hunar Hai Toh Kadar Hai’ – with skills comes respect.
The idea was to make ‘Skills’ more glamorous and aspirational – and to reach out to the youth in every nook and corner of the country. NSDC finally launched TV commercial of the campaign on 22nd February 2014. Two different ads showed the journey of a man and a woman and their quest for a better life – and how getting certified from NSDC brought about a complete transformation in their lives.
What really helped the campaign resonate with the audience was the soulful word written by Amitabh Bhattacharya. After the release of the song, we heard everyone humming the tune, “Tera Hunar hunar… teri kadar Kadar.”
“Hunar Hai Toh Kadar Hai has been a great success for NSDC – a one-off public private partnership that is dedicatedly involved in equipping the youth of the country in skills that prepare them for high-growth job-sectors.
Mr. Dilip Chenoy, MD and CEO, NSDC said, “through this TVC we want to show all our stakeholders 4 basic things- Utility of the NSDC certificate, productivity of the certificate, companies understanding the value of the certificate and the whole process creating an impact for the betterment of the society.”
Mr. Piyush Pandey, Executive Chairman & National Creative Director, Ogilvy & Mather India, said, “This TVC has been created to motivate those who couldn't do much as there was no opportunity. However NSDC is a program where they can get skilled and make a better future for themselves and become a part of India’s growth story”
‘Hunar Hai Toh Kadar Hai’ has seen overwhelming responsive from the youth – but this is just the beginning. To sustain this enthusiasm and keep the youth engaged with vocation-based education and training, we’d need to continue to innovate and ideate more such campaigns and initiatives. The youth also has to come forward. Kyunki – Hunar Hai Toh Kadar Hai.