In a bid to encourage and mobilise viewers to cast their vote this election, Zee Entertainment Enterprises Ltd. (ZEEL), the media and entertainment house, has launched a campaign ‘Grown Ups Go Vote’. The campaign kicked off across the network prior to election week with child stars from the network appealing to the adults to fulfil their responsibility and do the grown-up thing by voting in the Lok Sabha polls.
To amplify the message and also to take a concrete measure, Zeel has taken a stance not to air regular content for two hours (8am-10am) across network channels on the days votes will be cast across respective states. It will instead air messages aimed at encouraging people to cast their vote. The initiative has been kicked off from day one of voting, April 11, and will see it span the entire voting period.
Prathyusha Agarwal, CMO, Zeel, said, “As a responsible national television network, it is our duty to encourage every Indian citizen we reach to vote. #GrownUpsGoVote is a campaign to transform voting from a chore to a celebration of civic engagement. It calls out to all adult citizens to do the grown-up thing and fulfil their responsibility to the nation’s future. Pausing our content is our way of encouraging people to move out of their homes and march to the polling booths. It’s a move away from our regular messaging where we ask people to watch our shows. As part of this campaign, our artists are appealing to the audience to go vote rather than sitting and watching them.”
Spreading over the entire election period across all nine languages on 39 channels (as per respective election dates) covering all key states in India, the campaign aims at adding to the milestone of the largest voter turnout that the nation seeks to achieve. It has partnered with clients who are encouraging voter turnout and running their messages as part of the integrated push between 8 am and 10 am on its channels.