IAA's digital campaign 'MeraPehlaVote' encourages youth to celebrate their first vote

To encourage first-time voters to cast their ballot, the International Advertising Association (IAA) has launched a digital campaign. #MeraPehlaVote (#MyFirstVote).

By celebrating one's first vote and hence, inspiring a high voter turnout among youngsters, ‘My First Vote’ attempts to motivate the youth of India to participate in the biggest festival of democracy.

Ramesh Narayan

Ramesh Narayan, Immediate Past President, IAA India Chapter, said, “India has more than 50% of its population below the age of 25 years. The youth of India will play a significant role in the success of making our country an economic and global superpower. Encouraging them to be part of the greatest festival of democracy was our goal at the onset. #MeraPehlaVote nicely brings this proposition to the forefront and we hope that it will act as a celebrating tool and get our youngsters to the pooling booth.”

IAA has collaborated with Lowe Lintas to showcase this youth celebration spread across the digital medium to optimally reach out to young India. The campaign will see a splash of emailers and creatives specially conceptualised for social media platforms that showcase youngsters celebrating after voting for the first time.

Sagar Kapoor, Chief Creative Officer, Lowe Lintas, said, “There are more than eight crore first-timer voters this election. That's a formidable force and they must go out and vote in order to be heard. We thought, at a young age like that, you experience and celebrate many firsts of life – first drive, first love, first job, etc. What then should stop you from celebrating your first vote? #MeraPehlaVote is a campaign that not only urges people to cast their first vote but also to celebrate it."

The IAA is a globally-focused integrated advertising trade association with membership representing advertising agencies and the media.

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