Title | JEEP DEMOCRACY |
Brand | JEEP |
Product / Service | JEEP |
Category | C01. Guerrilla Marketing & Stunts |
Entrant | LEO BURNETT INDIA Mumbai, INDIA |
Idea Creation | LEO BURNETT INDIA Mumbai, INDIA |
Idea Creation 2 | FCA INDIA AUTOMOBILES PRIVATE LIMITED Bandra East, INDIA |
Media Placement | LEO BURNETT INDIA Mumbai, INDIA |
Media Placement 2 | FCA INDIA AUTOMOBILES PRIVATE LIMITED Bandra East, INDIA |
PR | LEO BURNETT INDIA Mumbai, INDIA |
PR 2 | PITCHFORK PARTNERS STRATEGIC CONSULTING Mumbai, INDIA |
Production | PRODIGIOUS INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Rajdeepak Das | Leo Burnett India | Chief Creative Officer and Managing Director |
Saurabh Varma | Publicis Communications South Asia | Chief Executive Officer |
Dheeraj Sinha | Leo Burnett India | Chief Strategy Officer & Managing Director |
Rakesh Hinduja | Leo Burnett Mumbai | Chief Operating Officer |
Sachin Kamble | Leo Burnett India | National Creative Director |
Prajato Guha Thakurta | Leo Burnett India | National Creative Director |
Arjuna Gaur | Leo Burnett India | Executive Creative Director |
Sudhir Das | Leo Burnett India | Associate Executive Creative Director |
Ashish Gautam | Leo Burnett India | Creative Strategist |
Karn Singh | Leo Burnett India | Copywriter |
Arzan Antia | Leo Burnett India | Copywriter |
Abhimanyu Bhatia | Leo Burnett India | Art Director |
Sanju Menon | Leo Burnett India | Executive Vice President |
Hitesh Ramrakhyani | Leo Burnett India | Brand Director |
Aman Sheikh | Leo Burnett India | Vice President |
Bibartan Ghosh | Prodigious | Director |
Akshay Multani | Prodigious | Senior Producer |
Apratim Bhatnagar | Prodigious | Associate Producer |
Rahul Pansare | FCA India Ltd | Chief Marketing Officer and Head PR |
Shivavrata Sarkar | FCA India Ltd | Brand Manager |
Sameer Nanjangud | FCA India Ltd | Brand Manager Digital |
Bijal Gala | FCA India Ltd | Brand Marketing Executive |
Jeep wanted to build its equity by changing the regular ‘adventure travel’ narrative The 2019 Indian National Elections was the perfect topic to bring focus to the brand. Helping the citizens of the country exercise their right to vote using Jeep’s superior off-road 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. In the world’s largest democracy, Jeep successfully created brand loyalty by stimulating interest, staying topical and demonstrating its capabilities at same time.
In a market with multiple off-road 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-road vehicles, Jeep, saw this 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.
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 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.
In India, Jeep wanted to stand for something more than just another off-road 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.
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 got them driven 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 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. 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.
• 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