As December 1, World AIDS Awareness Day, draws near, one campaign resurfaces in public memory with extraordinary clarity, the landmark PSA featuring Shabana Azmi reminding India that “AIDS chune se nahi failta.” Decades later, the line still echoes with emotional and cultural power, symbolising a turning point in India’s attitude towards HIV/AIDS.In an exclusive conversation with ETimes, Shabana Azmi looks back at the making of the advertisement, the intention behind it, and why its message remains just as relevant today.
A campaign with unmatched recall value
When asked about the ad’s legacy, Azmi reveals a remarkable detail. She said, “I have been told that it has the largest recall value of advertisements to date.”The campaign arrived at a time when myths and fear overshadowed facts. People were hesitant to interact with those affected by HIV/AIDS, often driven by misinformation. The PSA cut through the noise with a simple, clear, and humane statement that HIV does not spread through touch. Azmi credits the concept to theatre and film producer Nissar Allana, acknowledging his creative vision. “The concept was Nissar Allana’s and he deserves credit for it.”
Changing hearts with simplicity
The impact of the PSA continues to surprise even Azmi herself. “I am amazed how many people tell me that their attitude towards AIDS changed because of that public service ad. That’s the power of the medium,” she aded. Unlike many health campaigns of its time, this one did not rely on fear. Its strength lay in its sincerity. The message was delivered with compassion, not caution — and that emotional honesty left a lasting imprint. Azmi emphasises that any message meant for society must resonate deeply. Azmi explained, “If you have a message to convey then it has to touch the heart and not appear synthetic or fake.”
Why Shabana Azmi said yes for the commercial
For an actor known for her commitment to meaningful cinema and social issues, participating in the PSA felt like a responsibility. “I am grateful to have got the opportunity to participate in,” she thanked.
The stigma has lessened, but not disappeared
While India has made considerable progress in AIDS awareness, Azmi believes the battle is not yet over. She feels, “The stigma on AIDS has definitely decreased, but there is a lot of confusion around it. And that’s why we must continue to spread awareness about it.” Misconceptions may have reduced, but they persist, especially in smaller towns and rural pockets. As a result, the need for clear, compassionate messaging remains vital.
A line that became a movement
“AIDS chune se nahi failta” was more than a campaign slogan, it became a national lesson in empathy. As the world observes World AIDS Day, Shabana Azmi’s words continue to illuminate the path: awareness must go hand in hand with compassion.
Not just Shabana Azmi but Bollywood too joined hands
Not just Shabana Azmi, but many Bollywood celebrities have stepped forward over the years to raise awareness about HIV/AIDS through campaigns, films, and public initiatives. Amitabh Bachchan was named a special ambassador for the global 46664 campaign, launched by Nelson Mandela to spread awareness and raise funds for the fight against HIV/AIDS. Shabana Azmi herself has been actively involved in humanitarian causes since 2008, contributing to multiple AIDS awareness efforts and even lending her voice to an animated educational film created by the NGO TeachAIDS. Actresses like Aishwarya Rai Bachchan and Preity Zinta have also participated in humanitarian campaigns focused on AIDS awareness. Actor Rahul Bose featured in one of India’s earliest AIDS public service films in 1989 and has continued to support the cause through marathons and theatre. Even cinema narratives contributed to the conversation, example: Salman Khan played the lead in ‘Phir Milenge’, a film centred around an employee fired after being diagnosed with HIV, highlighting the discrimination faced by those living with the condition.
