In a bid to pull the heartstrings of people to open their purse strings to offer relief measures to the quake-hit people in Gujarat, the Advertising Agencies Association of India (AAAI), the apex body of the Indian advertising industry, plans to launch a nationwide print campaign on February 4, this year.

Created by the best creative brains in the ad industry, the print campaign includes three press advertisements with heart-stirring visuals and thought-provoking messages. The AAAI currently has over 87 agencies on its roll and its members account for 80 per cent of the total adspend in India.

In addition to the mass media campaign, the AAAI plans to put up posters at advertising agencies across the country. Says association president Ramesh Narayan: "The main objective of the print campaign is to evoke response from people to offer assistance to survivors of the killer earth quake in Gujarat. The posters are targeted at the ad industry folks to collect money for relief measures."

The Advertising Club of Bombay (ACB) is also in the process of charting out its initiatives to help victims of the killer earthquake in Gujarat.

According to ACB joint secretary Sumit Roy the club has already initiated efforts to help quake-hit people. "We plan to give a part of our collection for `India Advertising Festival' which is scheduled to take place on March 31 this year."

"Won't you stretch a little to pull them out", asks the headline of one of the press advertisements.