Two solutions :
Play with shell quotes :
Code:
var="Hello People"
awk -F":" '$2 == "'"$var"'" {print $0}' filename
Executes : awk -F":" '$2 == "Hello People" {print $0}' filename
The other solution (my prefered) is to use awk variables :
Code:
var="Hello People"
awk -F":" -v awkvar="$var" '$2 == awkvar {print $0}' filename