India is currently running a number of social advertisement campaigns which are government initiatives and also on concerning areas for the societal improvement. The objective here is to bring out the effectiveness into the limelight through various aspects like awareness, perception, attitude, emotions which are the variants of psychology. Social media offers a cost effective platforms where such effectiveness is shown through the appeals. The appeals are in the two forms the emotional appeal and rational appeal. The facts provided here helps in bringing out for a positive social change that includes an attitude formation to attitude change and to have a positive social cognition.