Tata Tea’s Jaagore, the Times of India’s Lead India 2009, and Idea Cellular’s ‘Janta Ki Awaaz’ are campaigns geared at citizens to caste their votes. Adding to these efforts is a campaign from the Advertising Agencies Association of India (AAAI). India’s premier advertising body was recently approached by the Election Commission of India to launch a pro-bono campaign on the elections. AAAI President Mahukar Kamath has confirmed this news to exchange4media.
It is known that AAAI has already shot a circular to all member agencies requesting their participation. Information pertaining to participating agencies, release dates and spends could not be ascertained at the time of filing this report.
This will be a first of its kind initiative that AAAI will take in conjunction with the Election Commission of India. Sources close to the development have confirmed that the campaign will primarily target the youth of India, urging them to caste their votes. The campaign will also look into educating the rural population on matters pertaining to voting, the most common aspect being the training on the electronic voting machines.
This initiative only goes to show the rising concern of the Indian media over elections and the need to have the ‘right’ leaders. Many media observers have noted that the 26/11 Mumbai terror attacks have worked as a catalyst in the minds of the non-voters, who are now raising their voices through whichever medium they could. As a result, blogs and social media have come of age post the terror attacks.