Write a short summary of what happens in the ambient or digital execution or campaign.

Off-road vehicles mostly associate themselves with adventure travelling. In India, Jeep wanted to build its equity by changing the regular narrative. The world’s largest democracy, India, had its general elections in 2019. It was observed, people in many remote villages had never voted. Rough terrains, harsh conditions and no roads made the distant polling booths inaccessible. Jeep, the world’s toughest off-road vehicle brand, saw this opportunity. For the first time ever, a car brand took its cars out of the showrooms to help the citizens of a country! The Jeeps were driven to the remote village of Mhatekawadi – where the only way to reach the nearest polling booth was to walk for 10 kilometres through the country’s toughest terrains. In a village where several had never voted, Jeep ferried them and made it possible many eligible voters to vote for the first time.

Cultural/Context information for the jury

During every national election in India, many citizens in remote villages are unable to exercise their right to vote. Lack of infrastructure and harsh rough terrains make the travel to distant polling booths impossible. No matter how hard they’ve tried, their pleas have always been ignored. This has left them bitter, not cared for by their country and most importantly, helpless. Many get stuck for the next 4 years with the government they don’t want, knowing that their single vote could have changed the nation. Jeep, was able to bring a change by ferrying citizens in a remote village to the polling booth. And also, throwing light upon the issue, creating buzz and motivation to find permanent solutions.