The Campaign

The task: India being the seventh largest country has a population over a billion. Despite being host to the largest democracy in the world, 29% of India are illiterates and others predominantly being ignorant voters. They don't know who they are voting for. While obtaining information about the candidates contesting elections being difficult, they are easily influenced by election rallies, posters, speeches and political manifestos of politicians. In fact, more villages often end up selling their vote for a measly sum. And as a result, wrong leaders often get voted while the right get voted out.

Success of the Campaign

Having struck the right chord with people, a mass movement soon spread out. It resulted in over whopping 10 million respondents. Our website had over 35,000 hits per day. Several rallies were sparked by this. Over a lakh volunteers gathered to lend their support.And not so surprisingly this mass movement was created without spending a single penny. Be it the Newspapers, the TV channels or the film producers, everybody came forward to lend their support for free.Not only did Aamir Khan not charge for appearing in the ads but his production company Aamir Khan Productions also beared the cost of producing it.And finally even the Election Commission of India, accepted our communication as their baseline thereby promoting our cause.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

ADR and McCann Erickson India, got together with the well-known Indian celebrity Amir khan, to develop a campaign to educate people about their right to know. In order to achieve this mammoth task, first a petition was filed in the High Court of India. And in due course of time, it was passed. At the same time, information was accumulated from various sources and of all candidates contesting elections across the country. And once this was obtained, it was time to communicate this to the masses. For which, we kick started a multimedia campaign and for the brand ambassador Aamir Khan, known for his good public conduct became its face. We developed three TV commercials, a series of print advertisements, stationed vans at villages which played radio commercials.We made the information available to masses through mediums like cellphones and the internet.