“Voting is not only our right, it is our power.” These words by Loung Ung vehemently evoke strong democratic sentiments. With 45 million* young people contributing to India’s electorate, this vote bank will be one of the significant deciding factors for the upcoming General Elections 2019. However, not everyone is this world is empowered enough to choose. Introspecting on the power of democracy. MTV, India’s No.1 Youth Brand, launches its latest election campaign, urging the youth to VOTE. Because they can.
Being a leading global youth brand, MTV aims to instill pride for Indian democratic values by bringing in real stories from real youth from around the World. Going beyond the portrayal of the stereotypical international youth in mainstream media, MTV decided to delve deep in the lives of young people from Somalia, Iraq, Syria, Sudan and North Korea, bringing home a strong message for the Indian youth – Not everyone around the World is empowered to vote. So, India must vote, because India can vote.
Commenting on the campaign, Ferzad Palia, Head – Youth, Music & 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.”
Leading advertising agency Leo Burnett – Orchard has partnered MTV to bring these hard-hitting stories from around the World, giving a different perspective to the democratic privileges that India enjoys.
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.”
Since this campaign banks on real hard-hitting stories from real people, with impactful audio-visual storytelling, 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.
MTV respects the power of the Indian youth and the #VoteBecauseYouCan campaign hopes to move many hearts and minds to exercise their ballot.
About MTV
MTV, world’s premier youth brand, is a dynamic and a vibrant blend of music and pop culture. With a global reach of more than half-billion households, MTV is a cultural home to the millennial generation, music fans and artists. 50 MN fans following MTV across show pages on social media have made it one of the top brands in social influence as well. MTV consumer products are available across 35+ unique categories through strategic brand licensing tie-ups, leading to combined retail sales of 100+ crores present across all key online and off-line channels of distribution. In 2015, MTV also launched its first ever café in the world, FLYP@MTV at New Delhi in India. MTV has a buzzing MTV Live business with properties like MTV Video Music Awards and MTV Bollyland. Aiming to entertain, lead and collaborate with young people through its evocative communication and youth relevant shows like Roadies, Splitsvilla, Coke Studio@MTV, MTV Unplugged, MTV Girls on Top, MTV Love School and keep them engaged through various cause led initiatives such as MTV Rock the Vote and MTV The Junkyard Project. For information about MTV in India, visit www.mtv.in.com
About Viacom18
Viacom18 Media Pvt. Ltd. is one of India’s fastest growing entertainment networks and a house of iconic brands that offers multi-platform, multi-generational and multicultural brand experiences. A joint venture of TV18, which owns 51%, and Viacom Inc., with a 49% stake, Viacom18 defines entertainment in India by touching the lives of people through its properties on air, online, on ground, in shop and through cinema.
About Leo Burnett India:
Leo Burnett India is the no. 1 agency in Leo Burnett’s global network of 86 agencies. The agency is known for building India’s top brands based on its Humankind philosophy. Leo Burnett believes that “Insightful creativity has the power to change human behaviour”. Leo Burnett India is the first Indian agency to bring home a Cannes Lion for Innovation and Cannes Lions for Creative Effectiveness for an Indian brand. As a part of the Publicis Groupe, Leo Burnett believes in the ‘Power of One’ – a platform that helps tell the brand’s narrative across platforms, seamlessly.
