‘Ama Sankalpa – Nisha Nuhen, Jiban’ was a landmark state-wide awareness campaign launched by the Excise Department, Government of Odisha, to curb the use of tobacco, spurious alcohol and drugs, while promoting a healthy, addiction-free society. The campaign represented a powerful people-centric movement that went beyond enforcement to inspire collective responsibility and behavioural change. Rooted deeply in Odisha’s cultural ethos, the campaign uniquely blended traditional folk art forms with modern communication tools to deliver emotionally resonant messages across urban and rural landscapes.
A defining factor behind the campaign’s massive success was the strategic communication and digital outreach led by aml Communications. The agency designed and executed an integrated outreach strategy that transformed Ama Sankalpa into a strong digital and grassroots movement. From launching and managing new social media platforms to producing high-impact TVCs, radio spots, videos, infographics and IEC materials, the agency ensured consistent, compelling and platform-specific messaging.
By empowering district-level officials, leveraging data-driven insights and combining cultural storytelling with digital innovation, aml Communications significantly amplified the campaign’s reach and engagement across all 33 Excise districts. The collaboration stands as a model of how strategic communication can turn a government initiative into a statewide movement—uniting citizens under one pledge: No to addiction, Yes to life.