Product / ServiceMTV INDIA
EntrantMTV INDIA Mumbai, INDIA
Entrant Company MTV INDIA Mumbai, INDIA
Advertising Agency MTV INDIA Mumbai, INDIA
Media Agency VIZEUM Mumbai, INDIA


Name Company Position
Sumeli Chatterjee MTV India Vice President Marketing And Insights
Kaustubh Jha MTV India Marketing Manager
Mathew Johnny MTV Inda Account Executive

The Campaign

In 2014, India witnessed the world’s biggest democratic elections with 814million eligible voters. Of which 12million+ were first time voters -the biggest Youth election in the world. But there's only one problem: NO ONE CARED. The youth never has been the focus of an election. And in turn, the youth hasn’t ever cared. It’s been always a vicious cycle. Where does MTV come in? MTV is a great believer of the power of youth and has always led social movements to celebrate youth power. With over 30million followers on the social media, 158million TV viewers, MTV wished to be the single apolitical and non-partisan disruptive voice of the youth of the nation! A platform that motivates youth to show up and vote. ‘MTV Rock the Vote’ - conceptualised as a multi-media movement - aimed to make youth aware of this power, and to act on their right to be heard.

Success of the Campaign

Consumer Impact •2014 elections broke all earlier records of voter participation, esp. youth •16Million Youth participated with MTV RockTheVote through registrations •80million digital impressions reaching 27million fans on Facebook; 15.6million through #TwitterTownhalls, 30million on television; and 2million live interactions on-ground; This was indeed a multi touch-point movement PR Buzz •MTV RockTheVote received a whopping $ 1million coverage on news-media as one of the most effective election based campaign across all leading publishers viz. BBC, CNBC, Financial Express, Times of India etc. •Active participation by all the leading political parties including the winning party of Elections 2014 viz. spokesperson from Congress, BJP and AAP •Supported by leading bollywood actors and musicians Brand Impact •The channel viewership (GTVT) increased 50% in Jan-July 2014 •Promax 2014 : Won GOLD at Best Integrated Marketing Campaign •SABRE South Asia :Won 2 GOLD for Most Effective campaign in Public Education and Special Event

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

8 month multi-media campaign built on intersection of humour, music and politics Partners : RockTheVote USA, Twitter Phase 1: Guilt the Youth: 6 short films +daily cartoons on youth issues to trigger voter registration Phase 2: Voter registrations at college corridors: Busting the Myth that registrations are tough, associated with 200 colleges, reaching 16million youth to set up voter education camps Phase 3: Facilitate debates through social and mobile 1st time in India, #TwitterTownhall that brought ruling party and challenger to debate youth issues. And, youth to debate back. All in real-time. 1st time across the world, launched “Dial the Hashtag” - a mobile feature that allows youngsters to dial into #rockthevote discussions even being offline or using feature phone. Music anthem and 10 concerts with bollywood musicians exhorting power to youth Phase 4 : Dot is sexy Campaign to flaunt the voter mark (dot) Co-branded Puma apparel range