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Zee News rides on the election bandwagon with 4th edition of 'Aapka Vote Aapki Taqat'

By Anindita Sarkar , afaqs!, Mumbai | In Media Publishing | February 28, 2012
Supported by the Election Commission of India for the last four years, the primary objective of the 45-day campaign is to get brand Zee News closer to its audience and help establish it as a serious news channel.

Zee News is once again riding the 'election' buzz in a bid to spread its brand awareness, nationally. With the Assembly Elections in Punjab, Uttarakhand and Uttar Pradesh, Zee News has launched the fourth edition of its Aapka Vote Aapki Taqat (AVAT) campaign, which intends to spread awareness about the voting rights of citizens.

Zee News

The AVAT campaign specifically focuses on tapping the youth and first time voters. Till date, the channel has executed the campaign in eight states.

Supported by the Election Commission of India for the last four years, the primary objective of the 45-day campaign is to get brand Zee News closer to its audience and help establish it as a serious news channel. While Zee News was not willing to divulge the marketing spends on the campaign, it is understood that the channel has earmarked close to Rs 2 crore to market and promote the same.

Rohit Kumar

The channel has devised a 360-degree campaign that exploits print, radio and the new media platforms. Furthermore, with a mix of national and regional channels in its kitty, Zee News is taking the brand awareness route through voter educational short films, special stories and special programmes.

"We have telecast 10 short films. These short films are being run on Zee News, its network channels as well as on cable channels. Apart from short films, we have used specific TV properties (Aston/pop up) especially on election dates (entire day) with a message, 'You must cast your vote today'," says Rohit Kumar, deputy vice-president, marketing, Zee News.

Meanwhile, strategic use of new media will aid in lateral and vertical expansion of the campaign.

"With extensive ground events in key cities, we have travelled to 11 cities in the current Assembly Elections, which has helped to create buzz," he adds.

Some of the platforms that the channel has used extensively are Punjab Kesari, Jagbani, Red FM, Barista Lavazza outlets and youth organisations such as NYKS and Jan Chetna Manch.

The AVAT campaign took shape in 2008. However, it was launched formally in 2009 during the General Election.

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