With an aim to encourage people to vote in the general elections 2014, India’s largest radio network, 93. 5 RED FM has associated with the Election Commission of India. The idea was to motivate more and more people to vote in the upcoming General Elections. RED FM has been supporting the Election Commission of India in urging people, especially the first time voters, to come out on the polling day, and press the button of the voting machines to elect the 16thLokSabha.
Under the association, RED FM has been running a mega election awareness campaign– DabaaKeBajaa!, and the same will continue through the entire duration of elections, to reach out to the masses.
‘DabaaKeBajaa’ has RED FM RJs represent themselves as ‘Youth Ambassadors’ of the Election Commission of India, in their respective cities. One RJ per city who is the youth ambassador takes up the responsibility of the entire population in his or her city and gets them on board as a part of the electorate who will pledge to vote this time. A series of on-air and on-ground activities are being done to engage with the listeners on the same.
For the outdoor leg of the campaign, Red FM took DDB MudraMax on board to handle their OOH innovation. They have installed huge hoardings with integrated digital LED pledge-meters that reflect the number of people who have pledged to vote. The number keeps changing real-time, and is a cumulative of the number of pledges received on SMS, calls, Facebook application and the tablet application that volunteers are taking to people.
The hoardings, located at busy and important junctions in the city serve as a constant reminder to people to come out and vote. The meter which keeps ticking, denotes the exact number of people who have pledged to go. These hoardings have been taken in five locations including, New Delhi, Mumbai, Ahmedabad, Kolkata and Pune.
Commenting on this innovative marketing initiative, Mr. Rajat Uppal, GM- Marketing, 93.5 RED FM said, “DabaaKeBajaa is our attempt at channelizing the energy of people in all parts of India into one simple, and yet difficult act- pressing the button on the voting machine! We have partnered with the Election Commission of India to increase the voter turn-out in the upcoming General Elections. The digital hoarding and the pledge-meter have proved to be highly successful in getting people to pledge to vote, and in reminding them of their responsibility till the D-day. As a brand we have always tried to innovate and this is yet another innovation which stands out amongst the clutter of OOH. DDB MudraMax has executed the project very well. We have also been amplifying the campaign with several on-ground initiatives across the country.”
Commenting on this, Mandeep Malhotra, President, DDB MudraMax – OOH, Retail and Experiential said, “We have been proud of creating spectacles which generate word of mouth for RED FM constantly.This was an important one to get the country to stand up to a cause. An Important cause!”