J Walter Thompson creates #LostVotes campaign for Times of India
The campaign calls for electoral reforms to bring in the vote of Indian migrant into country’s general elections
Published - 30-January-2019
The 2019 general elections are on the anvil and the Times of India (TOI) has launched a nationwide campaign ‘Lost Votes’ that calls for policy and electoral reforms to bring in the vote of Indian migrants.
The campaign has been conceptualised and created by J Walter Thompson.
Elaborating on the idea behind the campaign, the agency in a statement said, in today’s India, countless Indians are on the move. For work or education or marriage. And so are our banks accounts which automatically travel with us. And also, our mobile phone numbers and PAN& Aadhaar numbers. Perhaps the only thing that doesn’t is our right to vote. That’s tied to the place where it’s registered in. Tied down by a rule that subtracts crores of Indians from our country’s democratic equation. It’s time to change this. It’s time to turn these lost votes into votes that count. Because they can shape the destiny of our nation.
A simple but powerful and noble idea, Lost Votes has the potential to positively impact our democracy, resonating with TOIs philosophy of ‘Change Begins Here’, the statement added.
The ‘Lost Votes’ campaign hopes to strongly represent the voice of crores of Indians whose votes are lost due to (short-term or immediate) migration within the country.
Commenting on the campaign, Sanjeev Bhargava, Director, TOI Brand, said, “We are the largest democracy in the world. But are we the most robust? To strengthen our democracy, it is important that the right to vote and the facility to vote both be made available to the entire voting population.”
Senthil Kumar, Chief Creative Officer, J Walter Thompson, said, “The idea of the film is to evoke the voice of the lost vote. A voice that amplifies the angst and echoes the emotion of over 20 crore Indians losing their vote. To play the voice of the lost votes on loud speakers and yet feel the voice being drowned by the distance, lost in the middle class multitudes out there. Losing your right to vote is like that fading homing signal. It’s like missing the last train home and losing the hope of making a difference in your hometown from your distant work station. Mera haq kahin pe kho gaya.”
Sambit Mohanty, National Creative Director, J Walter Thompson, added, “When we started working on the ‘Lost Votes’ campaign, I knew the film had to be poignant and soul-stirring. It needed to capture that ineffable feeling of being a stranger in a strange land. One who has to deal with the pain of not just losing touch with his roots but also not mattering in the larger scheme of things, because he/she is unable to vote (despite having the right to.) Whether you’re a face in the crowd or the crowd itself, nobody is immune from this pain. The ‘Lost’ poster-frame is meant to be symbolic of this feeling of becoming insignificant.”
One can support the cause to make our vote mobile by pledging on www.lostvotes.com
CCO: Senthil Kumar
NCD: Sambit Mohanty
Creative Team: Sambit Mohanty, Ankur Kalita, Nirmalya Chakraborty, Sundeep Sehgal
Planning: Shweta Khosla
Account Management: Sridhar Iyer, Neetika Aggarwal, Amrita Hazari
Director: Arun Gopalan
Production House: Storytellers
VO/Lyricist: Swanand Kirkire