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Red FM installs pledge-meters for ‘Dabaa Ke Bajaa’ OOH campaign

DDB MudraMax has installed hoardings with integrated LED pledge-meters which reflect the number of people who have taken the pledge to vote

BestMediaInfo Bureau | Mumbai | April 25, 2014

red-fm93.5 Red FM has joined hands with the Election Commission to urge people to vote in the ongoing General Elections. The radio station has launched a campaign, ‘Dabaa Ke Bajaa’, which urges first-time voters to come out and press the voting button. This mega election awareness campaign, conceptualised by DDB MudraMax, has been running successfully and will continue through the entire duration of the elections to reach out to the maximum audience.

One Red FM radio jockey is selected as ‘Youth Ambassador of the Election Commission’ of the city where the radio station is present and the RJ takes the responsibility of his or her city and gets people to vote. To engage the listeners, a series of on-air and on-ground activities are being done.

For the outdoor leg of this campaign, DDB Mudra has installed huge hoardings in five busy and important locations of New Delhi, Mumbai, Ahmedabad, Kolkata and Pune. These hoardings have integrated digital LED pledge-meters, which reflect the number of people who have pledged to vote. These numbers 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.

Rajat-UppalRajat Uppal, GM, Marketing, Red FM, said, “Dabaa Ke Bajaa is our attempt at channelling 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 to increase the voter turnout in the General Elections. The digital hoarding and the pledge-meters have proved to be highly successful in getting people to pledge to vote, and in reminding them of their responsibility till 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.”

Mandeep Malhotra Mandeep Malhotra

Mandeep Malhotra, President, DDB MudraMax, 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 for a cause.”


Creative agency: DDB MudraMax

Office Head: Mandeep Malhotra

Head of Ideas and Planning: Aneil Deepak

Business Head: Subhashish Sarkar

Creative Head: Sandeep Misra

Account Management: Ashish Grover

Account Planning: Hari Prasad, Bhaskar Pandey

Operations: Rakesh Sharma, Anand Singh


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