New Delhi: ‘Pappu can’t vote…’, inspired by this year’s hit number Pappu can’t dance salaafrom the Imran Khan-starrer Jaane Tu Ya Jaane Na seems to have worked. Armed with humor, wit and some bit of mockery, the tweaked number has inspired the Delhi electorate enough to come out and cast their ballot.
And there’s proof in the numbers – the turnout recorded this time is 60 per cent, a welcome change from the dismal 49 per cent in 1998 and 43 per cent in 2003.
The campaign, conceived by Span Communications, used the popular number to drive home the point that whoever doesn’t vote isn’t cool enough. And their primary target was a cross-section of Delhi society, including college-going students, the rich and the elite, affluent businessmen, young techno-savvy professionals, journalists, housewives, auto-rickshaw drivers, etc.
Apart from radio jingles and TVCs, the campaign also made its point through print ads and outdoor advertising.
Commenting on the success of the campaign, Naresh Khetrapal, CEO, Span Communications, said, "The Delhi Assembly Election campaign has been very prestigious and was indeed a prized win that brought a social responsibility along with it. What gives us greater pride, however, is that its effectiveness has been proven beyond doubt with a rise of 35 per cent in total number of electors vis-a-vis the last election."
Sources close to the agency, as well as to the Office of the Chief Electoral Officer, reveal the size of the business was upwards of Rs 5 crore.
Comments
0 comment