Mumbai : With over 900 million citizens eligible to vote in this year’s elections, India has yet again earned the title of the world’s largest democracy. Of the many rights and freedoms afforded by a democracy, the ability to vote is the most precious. Indeed, it is estimated that over 91% of people do not return to their home town to vote.
With a presence in India stretching over two decades, Samsonite is committed to upholding the building blocks of the nation. To that end, the brand has launched the #EkDinKiChutti initiative,encouraging people to take a day off and travel home to vote.
Speaking on the initiative, Jai Krishnan, CEO, Samsonite South Asia, said, “Elections are not just a process but also a celebration of democracy in our country. Living in the world’s largest democracy, we must take our role as citizens seriously and exercise our right. With this unique initiative, we hope to remind everyone that the chutti that they might have been ignoring all this while, shouldn’t be disregarded at all. Reinforcing this thought process, we have announced an official#EkDinKiChutti for all outstation employees who are registered in their home towns, giving them an opportunity to #TravelToVote.”
Speaking about the campaign Bodh Deb, Vice President & Branch Head, Autumn Grey shared, “As we were brainstorming on finding a real insight for the election campaign, we realized that none of us had the moral high ground to speak on the subject.Most of us have migrated to another city for work years back and had never made an effort to go back home to cast our vote. Instantly we knew that we have hit upon an insight that will strike a chord with millions like us and thus came up with the campaign.”
Link to the video:
Client: Samsonite India
Agency: Autumn Grey
Founder & CEO: Anusha Shetty
Co-Founder & Director: Abhay Rajankar
Insight & Campaign Idea by: Bodh Deb
Story, Script & Campaign hashtag by: Nishant Ananthram