In view of the coming General Elections in 2014, youth entertainment channel, MTV India has launched a campaign to encourage the youth of the country to vote. The campaign called ‘Rock the vote’ is accompanied by a double entendre tagline ‘Dabaona… button’ and will seek to mobilize all youngsters aged 18 & above to register themselves as voters.
Youth icons Rannvijay Singh and YoYo Honey Singh have been roped in to encourage youngsters to get to their nearest voting booths and vote. ‘Rock the vote’ will have its own music anthem ‘Let music move the generation’. As reported, it is the longest unique youth anthem to drive awareness through music, and the channel is working closely with YoYo Honey Singh.
A dedicated website has been created for the campaign with a section on ‘How to register’ where one can register through their mobile number and email after being led to the website of Election Commission of India, and also understand the voting registration process. A ‘FAQ’ section houses answers to general voter queries. The website also features short videos to raise awareness, while a Twitter stream pulls out all tweets with the hashtag #RockTheVote.
A crowdsourcing initiative will look for videos, T-shirt designs and interpretation of Rock The Vote. Also, the channel has partnered with Twitter for a new initiative by December end. Along with online, quite a few activities have been planned in the offline too. MTV is tapping its campus ambassadors’ network - college students across 300 colleges in 10 cities. The auditions of the channel’s popular reality show ‘Roadies’ will also include a few questions about voting. After receiving clearance from the commission, MTV will organize registration camps at various colleges.
True to its brand philosophy, ‘Stay Raw’, the youth entertainment channel has struck the right cords with this campaign. ‘Rock The Vote’ seems to set on the right foot with the youth after the recently concluded Delhi Assembly elections which saw the largest voter turnout. It would be interesting to watch how this integrated approach shapes up.