Corporate India has discovered a political conscience — just look around at the number of companies urging you, or making it easier for you to go out and vote. It started with the Tata Tea Jaago Re campaign last year, which has now expanded into a website with numerous partners like MSN and Hindustan Times. But now, with election fervour reaching a peak, a few other brands have tweaked their advertising to connect with consumers by tell them to vote, to determine their own destiny and that of the nation.
For example, BIG FM has begun an on-ground activity, a ‘rally’ with animals signifying those without the right to vote — the message being that we, who do have the right, should exercise it. Then there’s the new Bajaj Allianz super agent ad which zooms in on people running to an election booth before going to work, telling viewers they need to be similarly prompt about financial matters.
Among others is MaymyIndia, the digital map data services company, that has launched a micro site which offers constituency-level information like demography, candidates, etc. Another new service is Campaigntrack.in, by Esha News Monitoring, which gives a daily break-up of the airtime and newsprint hogged by each party.
Sreekant Khandekar, founder of advertising-marketing website Agencyfaqs, feels that such political messages by companies - and he clubs the Idea Cellular campaign with these - are a fallout of 26/11. “Voting has become fashionable,” he says. “With digital media, people are finding a voice and companies are riding on it.”
Does it work? Yes, for Tata Tea it has. A study initiated by the company concluded that “with substantial recall and strong brand association with Tata Tea, the campaign has helped Tata Tea in creating a differentiated communication for the portfolio.”
Advertisers would be hoping their’s is equally effective.