It’s the time for the 16th Lok Sabha Elections in the largest democracy in the world. Nearly 27 million first time voters have been added to the electorate this year. Everyone from brands to politicians and social networks are playing the role of democratic keepers of the nation. While social network giants are doing their bit to raise election frenzy, brands targeting the youth have also launched their election awareness campaigns.
9XM, the Bollywood music channel from 9XM Media has chosen music to raise awareness on the importance of voting. The channel has launched #WhoIsTheIdiot campaign as a series of videos that make you think on why voting is important, and how we can end up as idiots if we do not exercise our right to vote.
A music video featuring 9XM’s popular animation characters, Bade and Chhote has been launched in association with Artist Aloud, rapper Blaaze and Paul J as the main video in #WhoIsTheIdiot. Shot as an annual day skit, it showcases Blaaze and Paul J as school principal and vice-principal to kids dressed as politicians. The children dressed as Arvind Kejriwal, Manmohan Singh, Mamata Banerjee, Rahul Gandhi, Mayawati, Lalu Prasad Yadav, Narendra Modi, Baba Ramdev are putting up a skit for a classroom full of blindfolded citizens.
This video is accompanied by eight short teaser videos too that I have found even more interesting than the main song. In these videos titled ‘A class apart‘, you can see our popular politicians in their student life. While student Kejriwal is shown using a ‘jhadu’ (broom) instead of an eraser, student Pawar is shown coming to school with a briefcase stacked with pocket money and student Modi holding a lotus in his hand instead of a rose like others on Children’s Day.
Here’s the classic one of them all featuring student PM Manmohan Singh titled ‘MMS Khaand in school’. Now you know why our PM never says a thing!
The videos are being promoted extensively across digital platforms. A ‘WhoIsTheIdiot’ microsite houses all the videos and also enables social sharing on Facebook and Twitter. You can get the lyrics of the rap song, in addition to downloading it or making it your ring tone.
The social platforms of 9XM are occupied in extensive promotions too. Conversations have been encouraged around the campaign hashtag #WhoIsTheIdiot on the Facebook and Twitter pages of 9XM. The videos are being shared as part of conversations using election related popular hashtags buzzing on Twitter.
— 9XM (@9xmHaqSe) April 15, 2014
— 9XM (@9xmHaqSe) April 14, 2014
For a music channel that airs music videos all the time, it is best to bring out its own message through music. Almost every brand targeting the youth of the nation is urging them to come out on election day and vote, thereby posing a challenge to be heard. 9XM’s #WhoIsTheIdiot video campaign takes care of both aspects: being a catchy one especially with the kids featuring as politicians, it helps stand out from the noise and find a space of its own; also the rap song makes for a decent brand recall along with the message.
Besides, the videos being shared as multiple pieces of content through various social platforms, coupled with being shared as a part of natural conversations on social, takes away the ‘pitchiness’ from the campaign. #WhoIsTheIdiot is fun, catchy and does its job for 9XM.