In India, the world’s largest democracy,election day is no more than a holiday. Objective: to encourage people to cast vote in 2013 Delhi assembly elections.

The campaign was based on a observation that people frustrated with improper governance voice out their anger in explicit ways. This gets censored with a ‘beep’ which we named-beep of inaction. But a similar beep also exists which a voting machine makes when a vote is cast. It is called beep of action. Using these two beeps, Indian national anthem was recreated. The radio spot was aired a day before election as a reminder to people to vote.