Cannes Lions

OPERATION BLACK DOT

DDB MUDRA GROUP, Mumbai / JOHNSON & JOHNSON / 2014

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Overview

Description

India was gearing up for its 16th General Elections. However political discourse/voting process is perceived to be a task by our youth. Hence the idea was to make the brand an enabler of making voting easy, engaging and cool for the urban young.

First step was to simplify the voter registration process for which a software was created that enabled students to enrol right from their campuses where we set-up booths. There were continuous updates on social media about important politician developments, explained in simplified formats to sustain interest.

We hosted “Hangouts” and a "Dialogue" which gave students across Mumbai city a chance to discuss their key concerns and find solutions collaboratively with elected representatives, candidates across political parties and opinion leaders from diverse fields.

On the eve before voting day, we hosted a 'Ride to Vote' in partnership with biker clubs to remind people to vote. The cavalcade visited areas often frequented by youth. We also hosted India's first ever voters party to celebrate democracy with a black dot as an entry fee. Our campaign turned out to be India’s largest apolitical first time voters registration campaign.

Execution

> Collaborated with the Election Commission of India to simplify voter registration process for students

> Developed a software to ensure students can complete the whole process in 90 seconds and installed a back end system for quick verification of documents/due diligence

> Set up registration booths in campuses and youth hangouts such as Hard Rock Cafes.

> Added a competition element which recognized the college with got maximum registrations, thus attracting participation in large numbers

> Hosted Hangouts and dialogues with Member of Parliaments/Political leaders to enable a frank dialogue

> Continuous updates on social media about important politician developments, explained in simplified formats to sustain interest

> On the eve before voting day, hosted a 'Ride to Vote' in partnership with biker clubs to remind people to vote. The cavalcade visited areas often frequented by youth

> Celebrated democracy at India's first voters Party at Hard Rock Cafe where the entry was the black dot(establishes that one has voted)

Outcome

> The largest ever apolitical first time/student voter registration drive

> Clean and clear being recognized for being an enabler of positive social impact, even as a personal care brand

> Operation Black Dot made a strong head start in altering the definition of political discourse

> Recognition from The Election Commission of India, which is unprecedented for a private organsiation to get

> Engagement with over 180,000 students (60 campuses x 3,000 students each) with an expenditure of only INR 1,200,000 (15,000 Euros approx)

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