With an aim to encourage people to vote in the General Elections 2014, 93. 5 Red FM has associated with the Election Commission of India and has taken to a series of on ground and on-air initiatives that aim motivate people to vote. The initiatives particularly urge first time voters to come out and vote on polling day.
On the outdoor front, it has installed huge hoardings with integrated digital LED pledge-meters that reflect the number of people who have pledged to vote. The number keeps changing real-time, and is a cumulative of the number of pledges received through SMSes, calls, the Facebook application and a tablet application that volunteers take to the people.
The hoardings are located at busy and important junctions in the cities, serving as constant reminders to people to come out and vote. Five locations in New Delhi, Mumbai, Ahmedabad, Kolkata and Pune, respectively, have been used for the purpose.
Rajat Uppal, GM, marketing, 93.5 Red FM, says, "Dabaa Ke Bajaa is our attempt at channelizing 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 of India to increase the voter turn-out in the upcoming General Elections. The digital hoarding and the pledge-meter have proved to be highly successful in getting people to pledge to vote, and in reminding them of their responsibility till the 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. We have also been amplifying the campaign with several on-ground initiatives across the country."
The outdoor activity has been executed by DDB MudraMax.
Mandeep Malhotra, president, DDB MudraMax OOH, Retail and Experiential, says, "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 to a cause - an important cause!"
Some of the previous campaigns from the radio station attacked potholes in Mumbai, celebrated unsung heroes such as dabbawalas, bus drivers and others from Mumbai, and highlighted issues in Bengaluru.
93.5 Red FM is one of the largest radio networks in India with 50 stations.