5 KA PLEDGE
Creating history requires going back to history
The 2014 Indian parliament elections were touted to be the mother of all Indian elections. Our challenge was to get people out to vote in this watershed election.
Our research of India’s voting patterns over 65 years found that it is erratic at best and one of diminishing returns. What was not helping was the typically straight campaigns of "Please Vote" - just packaged differently, they did not achieve much.
Insight & Idea
Taking the leap to new kind of voting campaign
Our study found that those who vote normally go with friends, colleagues or family. This led us to the insight of relationship and how their cross pollination can influence voting. Leveraging this, we realised that almost everyone can be an influencer to everyone to vote.
This was ideated into the slogan "5KaPledge" – thus creating vote leaders, whose key responsibility would be to get 5 more people to vote - thus creating an army of voters.
Creating a wave of voters with "5kaPledge"
We got together Corporates, society leaders, educationists, associations administrators and students to get "5kaPledge" viral. Vadodara was the base from where we did a 21-day integrated multi-media campaign, culminating in to a live pledge at the Indian Ocean concert.
"The Voter awareness campaign initiated by the people of Vadodara, is one of the biggest milestones in the history of independent India"
- Shri Narendra Modi
Victory Speech at Vadodara