IAA urges youth to Vote through a teaser campaign

The India Chapter of the International Advertising Association has launched a teaser campaign aimed at making the first time voters exercise their franchise. The initiative takes the form of a creative with a QR code which if scanned on a smart phone would reveal a video. 

Srinivasan Swamy President IAA said “this is yet another important initiative that shows what the communications industry can do societally. The IAA has been trying its best through various efforts to champion causes like the environment, women’s issues and now social change. The creative uses a teaser approach to communicate a very important message. I hope it will will trend virally on social media.”

Posters of this are being put up in 40 colleges across Mumbai. 10,000 newspaper supplements are being distributed at a major youth event. LINE, a Japanese proprietary application for instant messaging on smartphones and personal computer who have over 18 Million active users in India (and are primarily IAA’s Target audience as well) have agreed to push the creative with the QR code and You Tube video to their entire user base. Opera Software, an Internet software company which owners several products like Opera Browser, Opera Mini and Coast for iPad/iPhone and over 40 million users for the Opera Mini itself have agreed to add the IAA microsite where the You Tube video could play, to their complete user base in India. Group M, through their Dialogue Factory have created the campaign and many media houses will be carrying the it as an advertisement. It will also be sent to all IAA members to display as a poster. Volunteer For A Better India, an NGO, has been partnering the IAA on the ground in this campaign.