In a bid to shake the masses out of their stupor, the NGO Population First (PF) released their ad film Queue: Aap Qatar Mein Hain on November 23 at Mahindra Towers. The film was sponsored by the Tatas to mark the birth centenary celebrations of the late J.R.D. Tata, a pioneer in population planning. "He was a man ahead of his time. Decades ago, when our rulers were of the view that a higher  population embodied the strength of the nation, he thought otherwise," reminisced executive trustee, PF, S.V. Sista.

He went on to speak about Tata's pioneering efforts such as International Institute for Population Studies, Family Planning Foundation of India and the TV series Humrahi that promoted family planning. Formally inaugurating the film that was then screened, chairman advisory council of PF and director Tata Sons J.J. Irani remarked that Queue was a "small step" in sharing J.R.D. Tata's dream. The simple yet witty vignette drove home the omnipresent overload situation through the phrase Aap Qatar Mein Hain in various languages.

The spot depicted that despite cultural, linguistic and other differences, the problem that plagues us is the same: Lack of awareness and ignorance. Dr A.L. Sharda, also with the NGO, piquantly queried, "If Coca-Cola can reach the villages, why not condoms and other contraceptives?" Chairman board of trustees, PF, and chairman Mahindra and Mahindra, Keshub Mahindra, pointed out that evils like lack of drinking water, primary education and health and sanitation continue to pose a threat since the past 50 years. As Sista put it, "Corporate houses have taken the initiative. Now it's high time that our government woke up and realised that the party is over; it's time for action."