To increase the voting percentage in the Lok Sabha elections in April-May 2009, Government of Delhi has proposed to rerun its ‘Pappu can’t vote’ campaign that it had run for the Assembly elections last year and which was a huge success. And this time, Pappu will not be alone. He will get to jive to Farhan Akhtar’s ‘Rock On’ beats.
According to the Election Commissioner’s office, this campaign would run like the earlier one, with some modifications in the design and format. A new song is being composed based on the theme from the film ‘Rock On’ –‘Socha nahin tha toh socho abhi’ – which is expected to inspire the youth to come out and vote.
The campaign will be unveiled soon. There is also talk of a third campaign, if required. However, the effectiveness of this campaign would be assessed first. Chief Election Commissioner of Delhi, Satbir Sylus Bedi, told exchange4media, “The chief aim of this campaign is to sensitise voters to come forward and cast their votes.”
She further said, “Around 47 per cent of the voters of Delhi do not need such a campaign. They will definitely cast their votes.”
Speaking on the marketing strategy of the campaign, Bedi explained, “We will market this campaign through advertising agency Span Communications.”
Sanjeev Kumar, Vice President, Span Communications, said, “We did the ‘Pappu’ campaign last year and it was a big hit. For the Lok Sabha elections, we are working on some campaigns, including ‘Pappu’ and ‘Rock On’, amongst many others. We are in the in the process of finalising the marketing strategy for the campaign. Once we are done with all the strategising, only then can we provide you a correct figure of the spends.”