Role of Media Engagement Towards Social Advertisement Success

In the modern communication era, social advertising has become a crucial tool for promoting awareness and encouraging positive behavioral changes in society. These campaigns focus on issues such as health, education, gender equality, and environmental sustainability. However, their effectiveness largely depends on media engagement, which encompasses the interaction of audiences with campaign content across platforms such as television, radio, and social media. This study examines how active participation — likes, shares, comments, hashtag trends, and offline involvement — influences the success of social advertisements. Using a descriptive research approach, the paper analyzes major Indian campaigns, including Pulse Polio Immunization Drive, Swachh Bharat Abhiyan, and Beti Bachao Beti Padhao, to understand how media engagement strategies contributed to their outreach and impact. The study concludes that emotional storytelling, community involvement, and multi-platform integration are key drivers of engagement and recommends adopting analytics-based approaches to enhance future campaign success.