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The intent of the campaign was to increase voter turnout: Abhinav Kaushik, Dentsu One

Kaushik, EVP, Dentsu One gives insight on the ad campaign #ActivIndia by Honda encouraging citizens to vote this election season

e4m by Noel Dsouza
Updated: May 2, 2019 8:32 AM
Dentsu

This General Election season the brand Honda through its ad campaign #ActivIndia encouraged its consumers to head to the voting booths and exercise their right to democracy. Many countries are not that privileged to vote for their leader, we have that privilege to choose who runs the country. To spread the message of our privilege, Dentsu One conceptualised this ad campaign and gave prominence to the future of the country. It was more than just a campaign, it was a movement encouraging citizens to be proactive and progressive. It also made sure that it ensured all two-wheeler consumers to take two voters to the polling station by using the tagline #KoiSeatNaJayeKhali. 

exchange4media spoke to Abhinav Kaushik, Executive Vice President, Dentsu One about how the agency produced and executed the ad campaign #ActivIndia by Honda.

Brief 
Honda Activa has partnered growing India in last 18 years by empowering more than 20 million Indians to ride with freedom. Activa has become one of the most loved brands in the Indian automobile space. Indians are going to decide the fate of the nation by casting their vote in the general elections and deciding the new government. So, as a responsible brand Activa needs to play the part of instigating eligible voters to participate. The objective of the campaign is to inspire and motivate eligible voters to understand their responsibility and actively participate in the formation of a new government in India by exercising their right to vote.
 
Insight 
Indians are moving from actively complaining to actively participating and taking initiatives in their own hands for the betterment of the society they live in. We have conceptualised this entire social campaign on this very insight of ‘active participation’.
 
Integration of the ad campaign
Honda has collaborated with TV today network and Republic network for the promotion of this social campaign. Both the channels have curated special and exclusive shows for the promotion. Apart from new channel collaboration, the campaign is promoted on print, digital, television and also activated across all Honda dealerships.


 
Creative vision of the ad campaign
It was Honda’s intention to consciously play a socially relevant and active role in India’s elections. The intent of the overall campaign is to increase the voter turnout by inspiring and motivating Indians. It transitions from actively complaining to actively participating and understanding the importance of their right to vote in the festival of world’s largest democracy. Rather than treating the voting day as a holiday, the intent is to create a strong momentum that propels people to step out in large numbers and become a part of deciding the nation’s future by selecting the government.

With a lot of brands leveraging on elections. How does this ad campaign stand out?
The campaign is not about the product or the manufacturer. It is about the 20 million responsible riders of Activa who are taking the pledge not only to cast their own vote but also trying to get other eligible voters on their pillion seats to get them to exercise their right to vote.

The message you wanted the target audience to take away...
Every vote counts and matters to decide the fate of our nation. Indians need to understand the power of their vote and come out in huge numbers and also get all eligible voters along with them to cast their vote.

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