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
93.5 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 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, 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.”
Credit:
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