Index of Paper Presentations for the Parallel Sessions - Academy of ...

manifested in many forms. Following quote from representative of an international NGO reflectsthis sentiment,―…social marketing became much more of a business proposition and the real marketingagencies were looking to use social marketing opportunity to increase their product visibility andalso to latch on to use it as a vehicle for other products tomorrow. That‘s how I see it. So bigplayers would have a social marketing component with a view to promote their mainstreamproducts, because (their) name gets out…‖The result was that most of the behaviour change communications that SMO‘s ended updoing were about brands as opposed to category promotions. This lack of coordination can occurat a higher level as well, as one representative from research and consulting services mentioned:―Frankly, for the consumers today where he or she is receiving information from multiplatforms,through the net, through different channels in satellite TV‘s, they tend to get differentinformation. You will have a USAID or a NACO or a Gates Foundation doing totally differentcampaigns from each other.‖ConclusionThe biggest challenge GOI faces is the lack of administrative or intangible capabilitiesthat allow GOI to properly monitor the progress of the social marketing actions to prevent andcurtail HIV/AIDS in India. Due to NACO‘s focus on tangible capabilities and neglect ofintangible capabilities, it has created a misalignment between the transaction particulars, in ourcase NACO‘s objective that have moved from surveillance to behaviour change; and thegovernance structure required by the recent NACP-III. The literature (Madhok, 2002) shows thatthe success of such governance structure is correlated to the ability of the government to properlycontrol the associated cost, in this case - monitoring.Although the hybrid structure seems to be the most appropriate for an epidemic that hasspread viciously in society and is imbedded in different behaviour patterns with subtledifferences, it still requires the participation of local stakeholders. This call for a decentralized