The Hindu launches #SeeYouAtThePolls campaign ahead of elections
The aim of the campaign is to make Gen Z aware of their voting rights
The Hindu has launched a print campaign titled ‘See You At The Polls’ to target the Gen-Z culture and make them aware of their voting rights. The national daily believes that Gen-Z is not just the future; they are here and ready.
Elections are here and while everyone else is hitting the airwaves with preachy messages, The Hindu decided to shake things up a bit. They are immersing themselves in Gen Z culture with tongue-in-cheek communication that's sure to grab attention and get young India pumped up about voting.
As an extension of the campaign, to drive awareness, the publication has also launched ‘The Informed Voter Quiz’ in print. It will run till the polling is on in key markets. People can scan the QR code in print, participate in the quiz and take the pledge to vote.
They are also extending the campaign to digital platforms with immersive experiences like an Instagram AR filter for personalised and shareable experiences among youth, hosting a selfie contest on election day, and much more.
Bolstered by Ogilvy Bangalore, this campaign is currently operational across India and will come to an end when the elections are over. State-wise, the campaign will conclude in Tamil Nadu on April 19 and further run in Karnataka, Andhra, Telangana and more.
Their core message resonates with the belief that the younger generation is not only capable but also conscientious and actively involved, poised to exercise their right to vote. The publication has also taken a dig at run-of-the-mill campaigns that states the obvious- voting is your responsibility, go vote.
Suresh Balakrishna, Chief Revenue Officer of The Hindu Group said, “Election is an important milestone for Indian democracy. With campaigns like #DearMrPolitician and #UnderMyWatch, The Hindu has always used this space responsibly and come up with bold, hard hitting, edgy communication. This election, we decided to take an unconventional route. Rather than send out preachy messages on voting that will hit GenZ, we decided to celebrate them and their ability to make the right choices. This comes from our strong conviction that Gen Z are equally responsible and will certainly make their voices heard at the ballot box.”
