Spykar campaign: Encouraging young Indians to vote, making apathy uncool

Spykar, the renowned denim and casual wear brand in India, has unveiled its comprehensive campaign aimed at motivating and mobilizing the nation's youth to actively participate in the upcoming general elections. This initiative from Spykar aligns with the election schedules in targeted states, commencing with Gujarat on May 7, followed by Maharashtra (excluding Pune) on the same date, extending to Pune on May 13, and culminating with Mumbai and Uttar Pradesh on May 20.

The campaign primarily focuses on engaging young voters aged 18-30 across these states, who are eager to make a meaningful impact through their democratic right to vote. At the heart of this initiative is a brand film designed to instill a sense of responsibility and enthusiasm among young and first-time voters, urging them to exercise their civic duty. The film depicts a compelling narrative wherein two young girls, initially attracted to a boy at a café, change their perception upon discovering his failure to vote. Spykar's central message resonates with the notion that abstaining from voting is not a commendable choice.

In addition to the film, Spykar endeavors to enhance the voting experience by offering enticing rewards to individuals who visit Spykar stores and proudly display their inked fingers—a symbol of their participation in the democratic process. Moreover, the brand encourages voters to share their inked finger selfies on popular social media platforms like Instagram for additional rewards and recognition.

Sanjay Vakharia, the co-founder and CEO of Spykar, emphasized the evolving nature of today's youth, describing them as not only rebellious, fun-loving, and carefree but also socially conscious and responsible. He underscored the importance of voting as a fundamental right and obligation towards shaping the future of the nation, reflecting the mindset of the young and restless generation.

Brandmovers India, the creative agency behind this campaign, aims to spark meaningful conversations around the Indian general elections, particularly among the young and opinionated demographic. Suvajyoti Ghosh, the MD & chief creative officer of Brandmovers India, highlighted the campaign's objective of encouraging active participation in the electoral process rather than merely expressing opinions on social media platforms.

The integrated marketing campaign, meticulously crafted by Brandmovers India, will leverage various channels including social media, digital platforms, retail points of sale, outdoor advertising, digital billboards, and print media to reach audiences nationwide. Through this concerted effort, Spykar aspires to not only promote civic engagement but also foster a sense of responsibility and empowerment among the youth of the country.