The thought provoking campaign consists of 3 ad films, print ads, internet and mobile communication. Not only has Aamir Khan not charged for appearing in the ads but his production company 'Aamir Khan Productions' has also borne the cost of producing the ad films.
Aamir Khan has also roped in Prasoon Joshi of McCann Erickson as the creative head, Rakeysh Mehra as the director, Avinash Gowariker as the still photographer and Shashi Sinha of Lodestar Media as the media planner for the campaign. Apparently all of them are doing it for free as they all fully believe in this campaign. The ad campaign will be in several languages like Hindi, Marathi, Gujarati, Tamil, Telugu, Kannada, Malayalam, Bengali, Assamese and Oriya.
This is the first time such an effort is being taken on an all India level and with Aamir Khan lending his support to this cause; it certainly brings in even more credibility.