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Thiruvananthapuram: With high consumption of liquor emerging as a grave social problem in Kerala, CPI-M's women,youth and student outfits have decided to launch a joint anti-bottle campaign, which will include an appeal to the film fraternity to avoid scenes in movies glorifying drinks and stars appearing in commercials of alcoholic brands.
This will be one of the key points to be highlighted in a multi-point charter to be placed before society when the
party's women's wing All India Democratic Women's Association (AIDWA) and the youth and student wings DYFI and SFI launch the joint campaign at a convention here on November 30.
'Besides making a public appeal,we will be directly meeting office-bearers of various Malayalam film associations like
the artists' body AMMA to enlist their co-operation in the campaign',DYFI state secretary T V Rajesh told PTI.
'What we are planning is a massive social action programme with the support from all sections of the community including
politicians, cultural leaders, religious heads, teachers and even police to save Kerala from the dangers of liquor. As part
of this, we would be making an appeal to the filmdom also since movies are a powerful medium', he said.
When their opinion was sought, sources in filmdom said they would respond to the idea after getting all details and
discussion among various film bodies.
Some six months back, DYFI at its state meet had adopted a resolution criticising leading film stars appearing as brand
ambassadors of jewellers' holding that the craze for gold and wedding extravaganza were as dangerous social evils as high
levels of alchohol consumption.
However, it did not elicit any significant response from the artists as some of the super stars continued to be brand
ambassadors of leading jewellers.
Besides approaching targetted sections, the campaign planned to form community vigilance committees at the grassroots to
create awareness about the social, economic and phsychological consequences of alcoholism.
'What is most dangerous is that drinking has,of late,got an acceptebility and respectability in Kerala. Alcohol has
become an essential item to be served on important occasions like wedding. This has to be stopped completely, for which the
co-operation of women and youth are vital,' the DYFI leader said.
He said some pilot campaigns run in selected places by DYFI had proved successful, which had given confidence to take it
to the entire state.
According to the Kerala State Beverages Corporation (KSBC), which has the monopoly for purchase and retail of liquor in
Kerala, the sale of IMFL had been increasing steadily with the revenue going up from Rs 3669.14 crore in 2007-08 to Rs
5538.90 crore in 2009-10.
The figures are expected to go up steeply this financial year, if the sales during festivals are taken as indicators.
Recent studies have shown that Kerala is a leading Indian state in per capita liquor consumption, which, many cases
start at the tender age of 14.PTI
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party's women's wing All India Democratic Women's Association (AIDWA) and the youth and student wings DYFI and SFI launch the joint campaign at a convention here on November 30.
'Besides making a public appeal,we will be directly meeting office-bearers of various Malayalam film associations like
the artists' body AMMA to enlist their co-operation in the campaign',DYFI state secretary T V Rajesh told PTI.
'What we are planning is a massive social action programme with the support from all sections of the community including
politicians, cultural leaders, religious heads, teachers and even police to save Kerala from the dangers of liquor. As part
of this, we would be making an appeal to the filmdom also since movies are a powerful medium', he said.
When their opinion was sought, sources in filmdom said they would respond to the idea after getting all details and
discussion among various film bodies.
Some six months back, DYFI at its state meet had adopted a resolution criticising leading film stars appearing as brand
ambassadors of jewellers' holding that the craze for gold and wedding extravaganza were as dangerous social evils as high
levels of alchohol consumption.
However, it did not elicit any significant response from the artists as some of the super stars continued to be brand
ambassadors of leading jewellers.
Besides approaching targetted sections, the campaign planned to form community vigilance committees at the grassroots to
create awareness about the social, economic and phsychological consequences of alcoholism.
'What is most dangerous is that drinking has,of late,got an acceptebility and respectability in Kerala. Alcohol has
become an essential item to be served on important occasions like wedding. This has to be stopped completely, for which the
co-operation of women and youth are vital,' the DYFI leader said.
He said some pilot campaigns run in selected places by DYFI had proved successful, which had given confidence to take it
to the entire state.
According to the Kerala State Beverages Corporation (KSBC), which has the monopoly for purchase and retail of liquor in
Kerala, the sale of IMFL had been increasing steadily with the revenue going up from Rs 3669.14 crore in 2007-08 to Rs
5538.90 crore in 2009-10.
The figures are expected to go up steeply this financial year, if the sales during festivals are taken as indicators.
Recent studies have shown that Kerala is a leading Indian state in per capita liquor consumption, which, many cases
start at the tender age of 14.PTI
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