The Hindu initiates #SeeYouAtThePolls drive before elections
The campaign seeks to educate Gen Z about their voting rights and empower them to participate in the electoral process
Sumit Rawat
The Hindu has rolled out its latest print campaign, "See You At The Polls," aimed at engaging Gen-Z and fostering awareness of their voting rights. Recognizing Gen-Z as not just the future but the present, the campaign seeks to infuse youthful energy into the electoral process.
Departing from conventional election messaging, The Hindu is embracing Gen-Z culture with witty and engaging communication designed to captivate young minds and encourage them to participate in the democratic process. As part of the initiative, the publication has introduced "The Informed Voter Quiz" in print, inviting readers to scan QR codes, take part in quizzes, and pledge to vote.
Expanding its reach to digital platforms, The Hindu is offering immersive experiences such as Instagram AR filters for personalized engagement and hosting a selfie contest on election day. Partnering with Ogilvy Bangalore, the campaign spans across India, slated to conclude in Tamil Nadu on April 19 before continuing in other key regions.
Central to the campaign is the belief in Gen-Z's capability, conscientiousness, and active involvement in shaping the future through voting. The Hindu aims to disrupt conventional election messaging by celebrating the responsibility and potential of Gen-Z voters, diverging from the typical "go vote" rhetoric.
Suresh Balakrishna, Chief Revenue Officer of The Hindu Group, emphasized the publication's commitment to responsible communication, citing past campaigns like #DearMrPolitician and #UnderMyWatch. By celebrating Gen-Z and their decision-making prowess, The Hindu aims to inspire meaningful engagement in the democratic process.
