With the Lok Sabha polls around the corner, the Election Commission of India is leaving no stone unturned to ensure maximum voter coverage with the special summary revision of the electoral rolls underway. The poll body is roping in social media influencers and even using memes to encourage new registrations apart from having a first-of-its-kind TV commercial.
A special 10-day campaign, ‘Desh Ka Form’, was launched by the ECI on November 30. The multimedia drive will run till December 9.
The campaign is spread across print, television, outdoor, radio, and social media platforms.
Speaking to News18, sources said that the drive involves several firsts – including two TV commercials from actor Rajkummar Rao.
“So far, there were commercials that had an endorsement from a celebrity at the end. This time Rao has played a pivotal role in the production of television commercials for the ECI. His active involvement, with more than eight hours of shoot in Mumbai, marks a milestone, as this is the first instance of a celebrity engaging directly in the shooting process, for the production of TVCs for ECI,” they said.
Explaining it further, they said celebrity collaboration adds authenticity and credibility to the campaign, making it highly interesting and impactful.
The ECI is running the SSR for the purification of electoral rolls before the Lok Sabha elections in 2024. It will be published in January.
“This time the campaign is highly innovative and unique. Unlike the past campaigns where messaging used to be direct and highly informative, whereby various forms of information used to be given out, the ECI this time adopted a very indirect and impactful communication approach,” the sources said.
So, how exactly is the campaign different?
“The campaign puts a question to the readers, ‘Desh Ka Form’ bhara kya? (Have you filled in the form for the county?)’ Further, a missed call number mentioned in the creative, ensures a call to action, a very powerful way of communication,” they said.
The new advertisement drives consumer behaviour towards the desired result. Callers get information on how to register.
About 25,000 missed calls have been received so far since the start of the campaign.
A major challenge before the ECI was giving identity to different registration forms.
“Unless the forms have some identity, it is difficult to get them imprinted with the peoples’ imagination. The thought of having a unique and universal identifier for forms gave birth to the concept of ‘Desh Ka Form’ which helped in humanising different voter registration forms, under one umbrella brand. This made the idea relatable among the people, instilling a sense of patriotism and pride,” the sources added.
The ECI is hopeful that the maximum possible number of citizens will come forward to take part in the SSR. The last date for applying for it is December 9.
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