Following a multi-agency presentation held amongst the agencies empanelled on Delhi Government’s roster, Span Communications has won the 360-degree communication mandate for Chief Electoral Officer, Delhi. The campaign has been rolled out on the occasion of National Voters’ Day, which was celebrated on January 25, 2012. The campaign has been designed with a broad communication goal of popularising voting, thus strengthening democracy. The size of the business is estimated to be close to Rs 5 crore.
Confirming the news to exchange4media, Naresh Khetrapal, CEO, Span Communications, said, “After delivering a high-impact campaign for the Delhi Elections in 2008-09, which won appreciation from all sections of the society, it has been another opportunity for the agency to prove its mettle.”
Inspired from the title song of the Bollywood film ‘Wake Up Sid’, the campaign gives a wake-up call to the voters of Delhi, asking them to ‘Wake up & Vote.’ The song ‘Wake up & Vote’, created especially for the campaign, describes the importance of casting one’s vote. The campaign is currently on air on various radio channels. For print and outdoor, illustrations have been used. An animated television commercial has also been developed for informing Indian youth that voting is a privilege and power. The characters of the TVC campaign represent today’s youth and display their style and activity, thus giving the TVC a ‘closer to reality’ feel. This has been done to create a ‘sense of belonging’ amongst the TG.
It may be recalled that Span Communications created the ‘Pappu Vote Nahi Deta’ election campaign for the Delhi Assembly Elections and the Lok Sabha Elections for Delhi Constituency, which grabbed a lot of media attention and was said to have had a positive impact in terms of voter turnout.