DDB MudraMax installs hoardings with pledge-meters for RED FM

25 Apr,2014

By A Correspondent


With an aim to encourage people to vote in the general elections 2014, 93. 5 RED FM has associated with the Election Commission of India. The idea is to motivate people to vote in the upcoming elections. RED FM has been supporting the Election Commission of India in urging people, especially the first time voters, to come out on the polling day, and press the button of the voting machines to elect the 16th Lok Sabha.


Under the association, RED FM has been running a mega election awareness campaign- Dabaa Ke Bajaa!, and the same will continue through the entire duration of elections, to reach out to the masses.


For the Outdoor leg of the campaign, Red FM has appointed DDB MudraMax on board to handle their OOH innovation. They have installed huge hoardings with integrated digital LED pledge-meters that reflect the number of people who have pledged to vote. The number keeps changing real-time, and is a cumulative of the number of pledges received on SMS, calls, Facebook application and the tablet application that volunteers are taking to people.


The hoardings, located at busy and important junctions in the city serve as a constant reminder to people to come out and vote. The meter which keeps ticking, denotes the exact number of people who have pledged to go. These hoardings have been taken in five locations including,New Delhi, Mumbai, Ahmedabad, Kolkata and Pune.


Commenting on this innovative marketing initiative, Rajat Uppal, GM- Marketing, 93.5 RED FM said, “Dabaa Ke Bajaa is our attempt at channelizing the energy of people in all parts of India into one simple, and yet difficult act- pressing the button on the voting machine! We have partnered with the Election Commission of India to increase the voter turn-out in the upcoming General Elections. The digital hoarding and the pledge-meter have proved to be highly successful in getting people to pledge to vote, and in reminding them of their responsibility till the D-day. As a brand we have always tried to innovate and this is yet another innovation which stands out amongst the clutter of OOH. DDB MudraMax has executed the project very well. We have also been amplifying the campaign with several on-ground initiatives across the country.”


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