The Chief Electoral Officer of Tamil Nadu, India, wanted to put out a strong communication to encourage people to come forward and
exercise their voting right. Three issues were identified to tackle - encourage people to register in the voting list, to go forth and cast
the vote and not accept any favours or money from vested interests for casting the vote.
We picked on the insight that in Tamil Nadu people are socially very conscious and are concerned about how they are perceived in the society.
They would go to lengths to ensure they are well placed in the society's eyes. We applied it: In this case, the country respects your age and gives you
the right to vote. Declining or abusing that privilege means you are not acting your age – and that even you don’t consider yourself worthy of the
respect that commensurate with age. You are telling the world that you needn’t be treated like your age! Attacking this could provoke right action!
Result: 3 hard hitting films laced with subtle humour and exploiting the creative license, which are eliciting (near) desired response!