Lines up a 360 degree marketing campaign including several innovative engagement initiatives on multiple platforms
BestMediaInfo Bureau | Delhi | March 31, 2014
With an aim to encourage people to vote in the General Elections 2014, Red FM has associated with the Election Commission of India. The idea is to motivate more and more people to vote in the upcoming General Elections. RED FM will support the Election Commission of India in urging people, especially the first time voters, to come out on the polling day, and press the button of the voting machines to elect the 16th Lok Sabha.
Under the association, Red FM will run a mega election awareness campaign – Dabaa Ke Bajaa! – for the entire duration of the elections.
Said Akshay Rout, Director General, Election Commission of India, “We are proud to have taken RED FM on-board to promote voter participation. With over 814 million registered voters this time, there is no better medium than radio to reach out to the masses and get them to cast their vote. RED FM with its stations across the country, and its substantial reach, will help us in connect with people, especially the first-time voters. It is very encouraging to see a private radio station show such tremendous enthusiasm to get maximum people to vote. We are focusing on enhancing voter participation in all the states and UTs and hope to achieve the same with support from all sections of people.”
‘Dabaa Ke Bajaa’ will have Red FM RJs represent themselves as ‘Youth Ambassadors’ of the Election Commission of India, in their respective cities. One RJ per city who is the youth ambassador will take up the responsibility of the entire population in his or her city and get them on board as a part of the electorate who will pledge to vote this time. A series of on-air and on-ground activities is being planned to engage with the listeners on the same.
Nisha Narayanan, COO, Red FM, said, “Dabaa Ke Bajaa is our attempt at channeling the energy of the 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 of India to increase the voter turn-out in the upcoming General Elections, and we look forward to collectively mobilizing people, especially the youth, to come out and vote. RED FM, being the ‘Station for Expression’ has always encouraged people to come out and talk. But this time, talking won’t suffice- Button Dabao! We are proud to have associated with the Election Commission of India on this. The insights and associations that they bring to the campaign are invaluable. It is Red FM’s humble initiative to get people to vote and we are confident that we will play a valuable role in mobilizing them to come out and vote in unprecedented numbers.”
Red FM has planned a 360 degree marketing strategy for this campaign including several innovative engagement initiatives on multiple platforms such as Print, Outdoor, Digital, etc.