On the eve of the Lok Sabha elections, McCann Erickson and Lodestar Media have joined hands to create a voter awareness campaign for Association for Democratic Reforms (ADR) and National Election Watch. The campaign, which features actor Aamir Khan, sports the theme ‘Sacche ko chune, Acche ko chune’ and urges citizens to make an intelligent and informed choice while voting.
The thought provoking campaign consists of three ad films, print ads, Internet and mobile communication. The campaign has been conceptualised and written by Prasoon Joshi, Executive Chairman, McCann Erickson, and developed and executed by his creative team at McCann – Juhi Chaturvedi and Tejol Kolwalkar.
Commenting on the campaign, Joshi said, “Elections are just around the corner and the significance of this campaign cannot be overstated. It is not simply an awareness campaign, but one that has a tangible action linked to it. And it’s particularly heartening to know that the Election Commission has decided to endorse this campaign and the clarion call of ‘Sacche ko chune, Acche to chune’. ADR has done a tremendous service to the nation by collecting and making the database and information available. And Aamir’s support to this initiative is exemplary. Team McCann and Lodestar is happy to play a constructive role in this campaign.”
Shashi Sinha of Lodestar Media has played a leading and vital role in ensuring that this campaign is accepted to be aired and printed by leading national channels and print publications.
The work done by all the above concerned has been on a pro bono basis.
The ad campaign would be in several languages like Hindi, Marathi, Gujarati, Tamil, Telugu, Kannada, Malayalam, Bengali, Assamese and Oriya.
The television, print and radio campaigns focus on providing voters detailed information about the candidates. Voters from all over India can access information easily via a toll free number (1-800-110-440). The helpline will be available Monday to Saturday, from 10 am to 6 pm, or through SMS to MYNETA to 56070 to register and get all background information on their current MP and 2009 candidates. All information is also available on the website http://www.nationalelectionwatch.org/ .
ADR is a non-political, non-partisan NGO founded in August 1, 1999, by a group of Professors from the Indian Institute of Management (IIM), Ahmadabad and National Institute of Design and some alumni of IIM to work towards strengthening democracy and governance in India by focusing on fair and transparent electoral processes.
ADR is part of the 1,200-strong NGO network called National Election Watch. It was instrumental in securing voters’ right to know about their candidates, through a public interest lawsuit in 1999, which culminated in the landmark Supreme Court judgment in 2003. The law now requires candidates to furnish details about their finances, education and criminal cases (if any) through a sworn affidavit.