Arc Worldwide and Tata Tea team up to awaken a billion people

Arc Worldwide and Tata Tea team up to awaken a billion people

Author | Nitin Sharma | Wednesday, Oct 01,2008 8:46 AM

Arc Worldwide and Tata Tea team up to awaken a billion people

Imagine awakening a billion-strong population. A mammoth task, but not unachievable if the youth of the country take active part in the process. In a bid to make people more aware of their rights and duties, Tata Tea and Janaagraha, a Bangalore based not-for-profit organisation, have launched a campaign ‘Jaago re! One Billion Votes’. Forming the centerpiece of this campaign is the website created by Arc Worldwide.

CVS Sharma, Head of Arc Media Worldwide, said, “It all started with communities on Facebook and Orkut that questioned why the youth didn’t vote. They needed a reason to participate, a measurable target for them to achieve. Something that would make them realise that their vote counts.”

“Earlier, local and international voter registration drives (rockthevote, declareyourself, votolatino, agni, loksatta) had tried taking up issues, ease of voting, rights, information etc., to awaken people to the importance of voting. And thus, the challenge for us was to be different, yet stay relevant to the cause and appeal to a sleeping nation. To awaken each and every Indian meant to awaken a billion. The objective thus became to get a billion votes,” Sharma added. picks up from the TVC, where the protagonist ‘awakens’ people who do not vote on Election Day with the line, ‘Agar aap election ke din vote nahi kar rahe ho to aap so rahe ho!’ (If you do not vote on Election Day, then you are asleep).

Sushant Dash, Head of Marketing, Tata Tea, said, “During the previous campaign, we created awareness among the youth to wake up. But we realised that a brand needs to do more than that and facilitate the awakening process.”

The site engages the user immediately through a dialogue with Raj (the protagonist). A break from conventional information portals, the user is instead led through the site and its various features all as part of a conversation, which makes for a refreshing surfing experience.

Speaking about the site, Karl Gomes, ECD, Arc Worldwide, said, “Putting all the information upfront as a portal is like a shop without a salesman or guide. The user might walk out due to the sheer amount of information available. With this route, we’re talking the youth’s language, guiding him with things that he would like to do and convincing him to register to vote.”

The site features a first of its kind online registration engine, which allows people to register to vote within a span of five minutes. It is supported with mobile service technology and IVR and aims to provide an end-to-end platform to facilitate voter registration. It will also inform voters of which constituency they fall under and give them their polling booth details, etc.

“‘Jaago re! One Billion Votes’ campaign that kicked off on September 16 is not only a call to action, but also a platform that provides any potential voter all the information and facilitation he or she needs to become part of the electoral process. The campaign will continue till the time the youth of India does not come out and vote,” Sharma maintained.

With over 2,000 people awakened in two days of the site going live, and social networking communities abuzz with the initiative, ‘Jaago re! One Billion Votes’ looks set to create history.

Tags: e4m

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