Viacom18’s youth entertainment channel MTV India, has launched a new campaign #VoteBecauseYouCan urging the youth of India to vote in the on-going general elections. The ad has been conceptualised by Leo Burnett.
Commenting on the campaign, Ferzad Palia, head – youth, music and English entertainment, Viacom18, said, “India’s youth has an influential role to play in determining its future. Ahead of the General Elections 2019, MTV is proud to raise a strong voice, urging the young Indians to exercise their power to vote. Moving beyond the realm of the ordinary, this campaign evokes strong emotions and compels us to reflect on the privileges that accompany our democratic powers.”
MTV has deployed the formidable prowess of the Viacom18 network to make these stories travel. The campaign will also reach out to MTV India’s 15+ Mn strong social media fandom. Beyond the main films, the authenticity and depth of the campaign will unravel over the next few weeks across Facebook, Instagram, Twitter and YouTube with multiple behind-the-scene videos taking our fans deeper into each story.
Speaking about the campaign, Rajdeepak Das, MD India and chief creative officer, Leo Burnett South Asia said “Democracy is a choice we have, and it comes to life when you see people from different parts of the world who don’t have the freedom of democracy. To bring home this point, in this campaign for MTV we have taken a macro-view of democracy and juxtaposed it with people coming from war torn countries who have fled from their homes under great duress for safety and security. With the help of our Leo Burnett global offices we have actually managed to shoot in the war conflicted areas and portrayed the real-life situations to bring this campaign to life! It’s a true Humankind campaign. Democracy is our privilege and Leo Burnett Orchard and MTV urges everyone to go out and vote. Because you can.”