Why is this work relevant for Media?

In a market with multiple off roading vehicles, Jeep wanted to build its equity by giving a purpose to its functional aspect of adventure travel. We brought focus to the brand in real time during the 2019 Indian National Elections. Helping the citizens of the country exercise their right to vote leveraging Jeep’s superior off-roading capabilities. For the first time ever, a car brand created a live experience by taking their cars out of the showroom and ferried citizens living in the remote inaccessible village of Mhatekawadi to polling booths.

Background

In a market with multiple off-roading vehicles, Jeep wanted to build its equity by changing the regular ‘adventure travel’ narrative. With 900 million-plus eligible voters, India’s general elections are by far the largest exercise of democracy in the world. But unfortunately, it was observed that there are many remote villages like Mhatekawadi, where people had never voted. The rough terrains, harsh conditions and lack of roads made travelling to the distant polling booths, unmanageable. During the 2019 national elections, the makers of the world’s toughest off-roading vehicles, Jeep, saw this as an opportunity. With their cars having the capability to conquer tough Indian terrains, they decided to help people reach the polling booths and help them shape the country’s future.

Describe the creative idea/insights (30% of vote)

During the 2019 Indian national elections, we realized that several people in the remote village of Mhatekawadi had never voted. This was because they were unable to reach the distant polling booths due to rough terrain and lack of roads. Being the world’s best off-road vehicle manufacturer, Jeep took the challenge to help them. For the first time ever, a car brand took its cars out of the showrooms to reach people in isolated locations and ferry them to the polling booth. Thus, helping shape the future of the nation.

Describe the strategy (20% of vote)

In India, Jeep wanted to stand for something more than just another off-roading vehicle. Already known for its cars, Jeep wanted its brand to have a special place in people’s hearts. To do so, an opportunity was spotted during India’s national elections. People in remote villages like Mhatekawadi had never voted due to rough terrains between them and distant polling booths. With an aim to arouse pride in the country, start conversations about a genuinely ignored problem, and bring the brand to the top of people’s minds - Jeep did something never done before. On voting day, Jeep drove its cars out if its showrooms and across these rough terrains, ferrying citizens to the polling booths. Thus, building brand credibility and affinity amongst people. As well as motivating various Jeeper communities to proactively come together and helped fellow citizens.

Describe the execution (20% of vote)

In 2019 Jeep used its off-roading capabilities to help people exercise their right to vote! Phase1: Jeep took its cars out of the showrooms and drove them to the remote village of Mhatekawadi – where the only way to reach the nearest polling booth was a 10 kilometre walk through the country’s toughest terrain. In a village where several had never voted, Jeep ferried them and made it possible many eligible voters to vote for the first time. Phase2: A video of the act was circulated online. Immediately, it gained coverage across the nation’s news channel and publications, becoming a national topic of discussion and pride. Phase3: The act and video sparked a movement. Stirring pride and patriotism, various Jeeper communities across the country came together and proactively drove their Jeeps to other isolate villages and helped fellow citizens shape the future of the country.

List the results (30% of vote)

• Many eligible voters in the village of Mhatekawadi voted for the first time • Over 800 kilometres covered with 11 hours of non-stop driving • Special preparations made for 5 octogenarians and nonagenarians who were unable to walk • Privacy arrangements for 3 young mothers who were feeding their children • Earned coverage in multiple leading media channels like: Economic Times, Times Now, Daily Hunt, Little Black Book, CarToq, AdGully and more • Several Jeep communities have pledged their support, taking the activity forward onto the upcoming Union and State elections