There have been many announcements in the recent past about television channels and brands doing their "bit" to encourage people to vote, especially the youth.
Taking a slightly different route, Channel V, the youth entertainment channel from STAR India, has launched a campaign called 'Know your VQ'. Aimed at making the large number of India's first time voters well-acquainted with the 16th Lok Sabha Elections, the campaign aims to empower the youth with information about the General Election this year.
The channel has created a website called channelv.in/vq. The information on the site has been designed in a way so that the youth, hooked on social media, can easily share the information. Visitors on the site can test their own VQ, converse with Channel V and ask questions, the answers of which can be delivered in a doodle. Apart from accessing the library of information to be an informed voter, visitors can also share the funky posters and e-postcards.
Prem Kamath, general manager and channel head, Channel V, says, "This election is a significant one for India, especially with the enormous number of youth and first-time voters. Channel V has always stood by the needs of the youth, with shows that talk of a carefree yet responsible attitude. This new campaign is another step towards what Channel V stands for. The youth today is curious about the election and we want to be there for them, to be able to make an informed voting decision, thereby playing a key role in shaping the country's future.
The campaign is being promoted on-air on the STAR India network, as well as social networking sites via dedicated pages on the campaign. There is a television promo film that features two female friends talking to each other in a beauty parlour. One of the girls says that she is confused if he is the right guy and since it's her first time, what if she makes a mistake. The second girl tries to explain to her that she should go for him, if she thinks he will protect her and be there for her. The film closes with a voiceover that says, 'if you are voting for the first time and want to know more, log on to channelv.in/vq. You will get all the election-related information that will help you take an informed decision'.
Even after the election is over, Channel V plans to maintain this as a year-long property and platform for its audience, which also comprises youth studying in schools and colleges, young professionals and first-time job seekers, interns, and more.
Present across youth touch points on air, online, on ground and mobile, Channel V claims to reach around 16 million viewers.