Overall campaign created like a live event to engage the impatient youth. Conceptualized a Twitter event, #TwitterTownhall for live interactions with party spokespersons, without prepared scripts. Launched a unique-mobile-initiative, “Dial-the-Hashtag” allowing participation in twitter discussions through missed-call by phone users with no net connectivity, first-time globally. Convinced over 200 colleges in 10 cities to set up voter education camps. Crowd sourced content from youth went into curating short films and a music anthem, going viral within 20 minutes of their releases. Daily cartoon-strips appeared on national newspaper, Times Of India, with fun but serious messages. Persuaded the youth Bollywood actors to advocate voting.

Single Point Campaign KPI: how many first time voters came out to vote!

A new record for voter turnout, especially youth with 8.2%Growth.

50% Growth in MTV's viewership.

30 million viewers on television, 80 Million impressions on digital assets, activating 27 million on Facebook with an outreach of 15.6 million on Twitter and 2 million live interactions on-ground.

#MTVRockTheVote received a whopping US$1 million free media coverage.

Recognized as one of the most effective election based campaign by BBC,CNBC,Financial

Express,TOI.

Winner at Promax2014; Sabre Awards South-Asia; Appies Asia; Emvies; Spikes Asia; BigBang Bangalore Ad-Club Awards; Asian Customer Engagement Forum; Indian Marketing Award, Indian Media Abby.