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Zee News gets National Award for ‘Aapka Vote Aapki Taqat’

The Election Commission awarded the campaign which aimed at creating voter awareness and also to address the issue of decreasing voter percentage

BestMediaInfo Bureau | Delhi | January 28, 2013

Rohit Kumar, Marketing Head, Zee News (R) receiving the National Award from Vice President of India, Mohammad Hamid Ansari (L), Law Minister Ashwani Kumar (C)

For its ‘Aapka Vote Aapki Taqat’ (AVAT) campaign, Zee News has won the prestigious National Award from the Election Commission of India. Zee News becomes the first media recipient to be conferred with this coveted award for its campaign towards creating voter’s awareness which it was conducted across Gujarat, Maharashtra, Uttranchal, Haryana, Arunachal Pradesh, Bihar and West Bengal.

The National Award was conferred on Zee News by the Vice-President of India, Mohammad Hamid Ansari, on National Voter’s Day on January 25, 2013, at Vigyan Bhawan, New Delhi. Apart from this, the campaign has also received the Lion’s Club SOL awards for Best CSR campaign of 2012 and has also established itself as India’s biggest voter awareness initiative by Limca Book of Records.

Zee News prides itself with creating and implementing numerous initiatives where it has helped Indian democracy and emboldened the ‘aam aadmi’ to voice their concerns and address their problems, such as Zee Helpline, Mera Ghar – Meri Jeb, etc.

Alok Agrawal

Alok Agrawal, CEO, Zee News Ltd, said, “Zee News believes and lives by its motto of ‘Soch Badlo, Desh Badlo’ and is committed to constructive nation building. Zee News has committed itself to create awareness in Indian citizenry about their rights and responsibilities and is working towards its goals through its programming and allied machinery. We at Zee News have a singular objective in mind – to turn the world's biggest democracy into a force to reckon with. For achieving this we will empower, engage and educate the Indian citizenry to collate, collect and commit itself to nation building.”

After receiving the award, Rohit Kumar, Marketing Head, Zee News Ltd, spoke to on the ‘Aapka Vote Aapki Taqat’ initiative and the way ahead for the channel. Excerpts:

What does this National Award mean to the channel?

It is an honour for Zee News to receive this coveted award from the Election Commission of India and we are deeply humbled by this recognition. Zee News, as a responsible media house, has striven to strengthen Indian democracy under its ‘Aapka Vote Aapki Taaqat’ endeavour since last four years. We feel very proud and encouraged to continue with our efforts towards constructive nation building.

How is this award different from other awards Zee News has received in the past?

This National Award is an unprecedented achievement in itself. It is a highly credible and widely acknowledged award, and it has been bestowed upon Zee News for carrying out an outstanding campaign and playing a pivotal role in increasing electoral participation in the recent assembly elections. Besides, being felicitated by the Vice-President of India is indeed an honour in itself.

You started AVAT initiative in 2009 and continued with it in every election. What kept you motivated to continue with this initiative?

Zee News, as a responsible media house, has always been at the forefront of raising issues of national significance that impact our lives.  ‘Aapka Vote Aapki Taaqat’ is one such initiative which was started in the year 2009 in its quest to address the issue of decreasing voter percentage.

AVAT registered phenomenal success on its inception itself. The drive continued to make waves in the Assembly elections of Maharashtra, Haryana, Arunachal Pradesh, Bihar and West Bengal and the recent 2012 Assembly Elections. Consequently, the public service campaign established itself as one of India’s biggest and most credible voter awareness drives.

Does this recognition by ECI present another face of media as a responsible institution for the nation?

Yes, indeed it does... but Zee News from the very beginning has duly fulfilled its responsibility as the fourth estate of democracy. It has time and again showed its intent of building a strong nation with its various instruments of engagement and empowerment.

Zee News prides itself with creating and implementing numerous initiatives where it has helped and emboldened people to voice their concerns and address their problems. In fact, this award is a tribute to our philosophy ‘Soch Badlo,Desh Badlo’ which is about collective thinking and credible action for an empowered India.

What are the other marketing CSR initiatives planned for 2013?

Zee News has been and shall always continue working on issues concerning India and its citizenry. My Earth My Duty, India’s biggest environmental awareness initiative, will enter its fourth edition in 2013. Other topics such as water, public safety, moral duties, etc., are being explored.

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