MUMBAI: Communications and media operations agency ICOMO Advertising Pvt. Ltd and IMS Learning Resources have come together to produce three public interest films - Noise Pollution, Water Conservation and Street Children.

In the film Water Conservation, a mime artist performs his daily ablutions. The film adopts a humorous approach to drive home a shocking fact – that each of us could be wasting more than 200 litres of water everyday.

The protagonist in Noise Pollution stands next to a blaring loudspeaker without flinching. Super human powers or plain deafness? Where exactly will continuous exposure to noise lead you? The film addresses the issue.

Street Children is on the inspiring life of Ram Naresh Jaiswal - a man who has tried to make life better for 40 street children in his business even though he requires only 20 of them. Jaiswal has accommodated the street children in his small one-room house, and has adopted a girl whom he found in a local train compartment.

Says IMS managing director Kamlesh Sajnani, “Our motto is to guide students not only in their academic pursuits but also in dealing with other issues in life. We were keen to back these projects and reach out to a wide range of students across India”. These films are being screened in top theatres, multiplexes in major cities across India, have a simple yet strong message. An appealing style of narration makes these three films different from the usual kind of public service messages one gets exposed to. Further there is an extensive poster campaign that is also being carried out at the colleges."

ICOMO Advertising MD Sandeep Verma said, “Extensive research and constant surveys conducted by us as part of their services revealed that there was a need to voice out social issues, mostly related to the youth, through relevant media. Thus ICONCERN was born – ICOMO’s initiative to create social awareness communication."