In an effort to sensitise young voters on getting registered and having voter ID cards upon attaining the qualifying age of 18 years, the Maharashtra Election Commission has rolled out a massive promotional campaign using traditional and new outdoor media formats.
Apart from using the traditional forms of advertising such as newspapers, TV, bus panels and theater ads, the State Election Commission is also using audio network available across 85 plus MSRTC bus stand locations in Maharashtra. The State Election Commission has used Vritti i-Media’s audio network across the selected bus stops.
According to a study conducted by AC Nielson in association with Vritti i-Media, people from the younger age group (18-30 yrs) form a higher proportion of travellers at ST bus stands. The State Election Commission has opted to use audio medium at state bus stands because of its penetration in rural and semi-urban places across Maharashtra. Also what appealed them the most was the fact that significant percentage of youth in these areas use ST (MSRTC buses) as means of transport for daily travel purposes.
The campaign is currently broadcasted at 20 bus stations across six regions – Marathwada, Vidharba, Western Maharashtra, Konkan, Khandesh and Sindhudurg. All the jingles have also been prepared by the Vriti creative team by understanding demographics and psychographics of the local target audience.
Click here to listen to the jingle 1:
Click here to listen to the jingle 2: