BookMyShow partners with the Election Commission of India to launch a campaign, ‘Aaj Picture Nahi, Bigger Picture Dekho,’ encouraging civic engagement and voting in the Lok Sabha Elections. Citizens are urged to focus on nation-building by voting on their ‘Election Day.’
The ad film cleverly engages viewers nationwide to understand the importance of voting, portraying it as a fundamental civic duty, particularly for the youth, by unveiling the campaign’s purpose in the end through a unique narrative.
BookMyShow’s ad captivates by showcasing vibrant characters and shifting from entertainment to the importance of voting, urging citizens to prioritize the country’s future with the tagline ‘Aaj Picture Nahi, Bigger Picture Dekho’.
In a move that reflects its deep understanding of Indian youth and their affinity for entertainment, BookMyShow has ingeniously integrated the theme of responsible citizenship into its brand narrative. Leveraging the language of cinema, which holds a cherished place in the hearts of millions, the campaign creatively conveys the significance of participating in the democratic process.
Commenting on the campaign, Dolly Davda, Head – Marketing, BookMyShow, said, “With one of the world’s largest youth populations and as the largest voting pool, this election presents a monumental opportunity for every Indian to shape our collective future. At BookMyShow, our vision remains to focus on the bigger picture while moving towards a brighter and better tomorrow, together. Voting is undeniably integral to shaping our nation’s future and as a platform deeply ingrained in the entertainment ecosystem and therefore the youth, we wanted to leverage our resonance to urge young voters to exercise their right. Following a friendly yet hard-hitting tone, we’ve crafted the film to resonate with GenZs who are digital natives preferring snackable content, more socially conscious but also individualistic in their own ways. Our aim is to influence their perception of civic responsibility in a positive manner. We hope viewers understand the significant role of voting and spread awareness among fellow first-time voters.”
Adding to that, Santosh Ajmera, IIS Director, SVEEP Election Commission of India, said, “Partnership and collaboration form the cornerstone of our voter awareness initiatives at the Election Commission of India. I firmly believe that nurturing informed and ethical electoral engagement is a collective duty shared by all stakeholders in our democracy. It’s good to see BookMyShow launching the ‘Picture Nahi, Bigger Picture Dekho’ campaign, reminding its audience of the profound significance of every single vote. I am confident that their campaign will serve as a catalyst, particularly among the youth and first-time voters, urging them to actively participate and exercise their democratic right.”
The campaign employs an omni-channel strategy encompassing digital, mobile marketing, campus seeding, in-cinema promotions and more, ensuring that the message reaches a diverse demographic of millions of viewers, urging them to fulfil their duty. As the Lok Sabha Elections draw near, BookMyShow’s campaign serves as a timely reminder of the crucial role each voter plays in shaping the destiny of the country. By leveraging its platform to promote social awareness and civic engagement, BookMyShow continues to demonstrate its commitment to driving positive societal impact beyond the realm of entertainment.
Ad film:
