They walk down a scorching cobble-strewn ramp, showcasing the latest winter wear -- a white dhoti in shreds, a soiled saree covering a half-naked stooped silhouette, a thread-bare cloth draped around an infant shrivelled to its very bones.

They are no models, sashaying down a ramp basking in limelight, but faces hidden from the public eye, suffering silently the vagaries of nature, the irony of fate, the injustice of riots and apathy of the government.

In an innovative attempt to draw attention to the plight of street children, victims of the Gujarat riots, starving tribal and commercial sex workers, ActionAid India has come up with interesting television spots prepared in the format of fashion shows.

The spots will be screened on three major channels starting next week.

At the launch of the campaign on Tuesday, Jeroninio Almeida, chief executive, ActionAid India Society, said the objective of the campaign was to sensitise people about some of the marginalized communities in India with whom Action Aid is working and offer people a means of engaging with such serious issues through the organisation's donor programme -- Karma Mitra.